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This test consists of 5 multiple choice questions, 5 short answer questions, and 10 short essay questions.

Multiple Choice Questions

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

2. As the crisis and other companies lower their prices, how much does Starbucks increase its prices to compensate for the stock they have?
(a) Dramatically.
(b) Moderately.
(c) Slightly.
(d) They do not raise their prices at all.

3. Which principles does Howard think will continue to drive Starbucks' success?
(a) Hope and innovation.
(b) Hope and aspiration.
(c) Hope, innovation, and aspiration.
(d) Innovation and aspiration.

4. Which one of the following is not one of the flavors of Starbucks coffee flavored ice cream?
(a) Vanilla Mocha Swirl.
(b) Italian Roast Coffee.
(c) Low Fat Latte.
(d) Double Mint Coffee Chip.

5. How is Starbucks listed on the NASDAQ stock exchange in New York City?
(a) SBCI.
(b) SBCC.
(c) SBUX.
(d) SBIU.

Short Answer Questions

1. Which one of the following is not a Starbucks product developed from Don's coffee extract base?

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

3. What happens when two local managers first create a blended icy drink?

4. Based on Howard's definition of corporate responsibility, what should managers be concerned with?

5. Which insect does Vincent Eades use in a metaphor to describe the Starbucks way of doing things?

Short Essay Questions

1. How is the quality problem of the coffee served on United Airlines flights solved?

2. How is the Starbucks Frappuccino created?

3. When does Starbucks list its first public stock on the market and how does it do?

4. What is the paper cup problem that Starbucks encounters and how is it solved?

5. What makes the 1995 holiday season so disappointing for Starbucks?

6. What conflict between his professional and personal lives does Howard experience as a result of Starbucks' quick expansion, and how does he resolve it?

7. How is Howard's reaction to the 1995 holiday season received by employees and what things does he encourage them to do?

8. What key events happen on the year that Howard turns forty?

9. What crisis hits the coffee industry and how does Starbucks initially react?

10. What is an example of a negative claim that was made against Starbucks?

(see the answer keys)

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