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This test consists of 15 multiple choice questions and 5 short answer questions.

Multiple Choice Questions

1. How does Howard think the obstacles encountered can be solved?
(a) By only the store managers.
(b) By everyone involved.
(c) By only the board members.
(d) By only the store employees.

2. 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) Twenty five million.
(b) Ten million.
(c) Fifteen million.
(d) Twenty million.

3. How many years does it take Howard to convince the board to work with Don and his coffee extract?
(a) One.
(b) Four.
(c) Three.
(d) Two.

4. What was the problem that caused the quality of Starbucks coffee to be lower than expected on United Airlines flights?
(a) The shipping of coffee beans was not successful.
(b) The employees were not properly trained.
(c) The coffee was served after sitting for too long.
(d) The airlines were not using the correct equipment.

5. What type of music is featured on the CDs that Starbucks begins selling?
(a) Soft Rock.
(b) Piano Ballads.
(c) Classical.
(d) Jazz.

6. What mistake does Starbucks make in stocking the stores for the disastrous season Howard talks about in the end of the book?
(a) They stock expensive espresso machines.
(b) They price their gift baskets too high.
(c) They do not stock enough coffee.
(d) They do not stock enough tea.

7. What is preventing Starbucks from switching to a polystyrene cup?
(a) Recycling.
(b) Convenience.
(c) Availability.
(d) Cost.

8. When does Starbucks face the crisis of rising coffee bean costs?
(a) March 1995.
(b) June 1994.
(c) February 1994.
(d) July 1995.

9. What country experiences a severe frost that puts the coffee bean industry in jeopardy?
(a) Venezuela.
(b) Colombia.
(c) Brazil.
(d) Peru.

10. Which one of the following is not a Starbucks product developed from Don's coffee extract base?
(a) Instant coffee mix.
(b) Beer.
(c) Bottled beverages.
(d) Ice cream.

11. Which music company does Howard work with to produce the compilation CDs that are sold in Starbucks stores?
(a) Infinity Music.
(b) RedEye Music.
(c) AEI Music.
(d) Koch Entertainment.

12. Which one of the following is not one of the magazines that United Airlines places an ad in to advertise their association with Starbucks?
(a) U.S. News.
(b) Newsweek.
(c) Business Week.
(d) Time.

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

14. Which one of the following cities is not included in the locations for Starbucks stores that opened in 1994?
(a) New York City.
(b) Dallas.
(c) Boston.
(d) Baltimore.

15. What is the profession of Don Valencia, the person that invents a coffee extract?
(a) Biologist.
(b) Mathematician.
(c) Chemist.
(d) Chef.

Short Answer Questions

1. When does Starbucks open its first store on the East Coast?

2. Bringing the story full circle, what reference does Howard make at the book's conclusion?

3. In a 1996 survey, what percentage of United Airlines coffee drinkers described the Starbucks coffee as excellent?

4. When the Starbucks food and beverage department first tries to expand on the icy drink, what is the result?

5. As the company continues to expand rapidly, which Washington city does Howard choose to open another roasting plant?

(see the answer keys)

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