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This quiz consists of 5 multiple choice and 5 short answer questions through Part 3, Twenty Million New Customers Are Worth Taking a Risk For and You Can Grow Big and Stay Small.

Multiple Choice Questions

1. What percentage of United Airlines passengers tasted their first Starbucks coffee, according to Starbucks' research?
(a) Twelve.
(b) Twenty.
(c) Fourteen.
(d) Sixteen.

2. What year does Howard realize that his idea of cafe style coffee houses is taking off?
(a) 1988.
(b) 1987.
(c) 1986.
(d) 1989.

3. According to Howard Behar, what can cause a company to lose sales?
(a) A restrictive code of operations.
(b) An excessive amount of employees.
(c) Wasteful spending.
(d) A lack of employees.

4. At the time Pour Your Heart Into It was written, how many people per day are estimated to be drinking Starbucks coffee on United Airlines flights?
(a) Fifteen million.
(b) Twenty million.
(c) Ten million.
(d) Twenty five million.

5. How does Howard consider the task of meeting the expectations of Wall Street after the company goes public?
(a) Easy.
(b) Confusing.
(c) Impossible.
(d) Daunting.

Short Answer Questions

1. How long was the original Starbucks in business before Howard hears about the company?

2. By incorporating some aspects of the Il Giornale logo, what color is the new Starbucks logo?

3. What part of the original Starbucks logo does Howard keep for the new company?

4. What year does Howard first meet with Pepsi to discuss the mass distribution of Starbucks products?

5. What is Howard Schultz's position at Starbucks?

(see the answer key)

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