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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. At the time Howard visits Italy, what type of coffee is Starbucks selling?
(a) Loose bean.
(b) Mostly loose bean, but some brewed.
(c) Mostly brewed, but some loose bean.
(d) Brewed.

2. When does Starbucks open its first store on the East Coast?
(a) March, 1993.
(b) April, 1993.
(c) November, 1992.
(d) December, 1992.

3. How long was the original Starbucks in business before Howard hears about the company?
(a) Twenty years.
(b) Fifteen years.
(c) Five years.
(d) Ten years.

4. What does Howard feel Starbucks' competitive advantage is?
(a) The communication provided by store employees.
(b) The ability to adjust prices as needed.
(c) The ability to merge with other companies.
(d) The communication provided by other coffee companies.

5. Where is the second Il Giornale store opened?
(a) Seattle.
(b) Tacoma.
(c) Vancouver.
(d) Spokane.

Short Answer Questions

1. What year does United Airlines begin serving Starbucks coffee on its flights?

2. What is Howard Behar's position when he helps Starbucks become accepted in Chicago?

3. When does the first Il Giornale store open?

4. How much money does Howard estimate it will take to launch his new coffee house business?

5. What percentage of United Airlines passengers tasted their first Starbucks coffee, according to Starbucks' research?

(see the answer key)

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