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

Multiple Choice Questions

1. Bringing the story full circle, what reference does Howard make at the book's conclusion?
(a) A crystal ball.
(b) A fortune cookie.
(c) An old letter.
(d) An old book.

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

3. Hired in 1991 to take Starbucks public, which firm does Dan Levitan work with?
(a) Wells Fargo.
(b) Wertheim Schroder.
(c) Thomas Weisel Partners.
(d) Goldman Sachs.

4. When the decision to take Starbucks public is announced, what does Howard feel most investment banks do not understand?
(a) The reasons why there is no franchising available.
(b) The value of the company's employees.
(c) The company's intangible value.
(d) The way the company makes money.

5. What date does Starbucks finally go public?
(a) November 18, 1992.
(b) June 26, 1992.
(c) July 26, 1992.
(d) September 18, 1992.

6. In order to spend more time with his family, what title does Howard give to Orin in 1994?
(a) Executive Partner.
(b) President and Chief Operating Officer.
(c) Vice President.
(d) President and Chief Executive Officer.

7. Which shoe company did Scott Bedbury work at before joining Starbucks?
(a) Adidas.
(b) Nike.
(c) Keds.
(d) Converse.

8. What year did Howard open Starbucks stores in Philadelphia, Austin, and Pittsburgh?
(a) 1995.
(b) 1993.
(c) 1996.
(d) 1994.

9. When the Starbucks food and beverage department first tries to expand on the icy drink, what is the result?
(a) The develop a product that is exactly the same as the original one.
(b) They develop a product that is good, but completely different than the original one.
(c) They develop a product that is better than the original one.
(d) They develop a product that is worse than the original one.

10. How does the interior design department at Starbucks select the decor for stores?
(a) Based on suggestions from customers.
(b) Based on suggestions from employees.
(c) Based on designs that are relevant to the current trends.
(d) Based on designs that are relevant to the local areas.

11. What country are the detractors that accuse Starbucks of paying too little for their coffee from?
(a) Brazil.
(b) Cuba.
(c) Guatemala.
(d) Colombia.

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

13. In a 1996 survey, what percentage of United Airlines coffee drinkers described the Starbucks coffee as excellent?
(a) Fifty one.
(b) Seventy one.
(c) Eighty one.
(d) Forty one.

14. As the CEO of Starbucks, who is Howard's primary responsibility directed towards?
(a) Only customers.
(b) Only customers and partners.
(c) Only customers and shareholders.
(d) Partners, customers, and shareholders.

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

Short Answer Questions

1. Based on United Airlines' estimates, how many of their customers request coffee during the flights?

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?

3. What country experiences a severe frost that puts the coffee bean industry in jeopardy?

4. How was the store received in Japan?

5. According to the incorrect claims of labor activists, how much money does Starbucks pay for a pound of coffee beans?

(see the answer keys)

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