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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. During the disappointing holiday season, how is the design of the packaging changed, making it unacceptable to customers?
(a) Only in size options.
(b) In design and size options.
(c) Neither in design nor size options.
(d) Only in design.

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

3. How does Howard initially handle the crisis of a shortage of coffee beans and increased costs?
(a) He raises prices on coffee.
(b) He lowers the prices on coffee.
(c) He only raises the price on specific coffees.
(d) He chooses to keep his prices fixed.

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 company's intangible value.
(c) The value of the company's employees.
(d) The way the company makes money.

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

Short Answer Questions

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

2. What does Starbucks develop to prevent customer burns and cut down waste?

3. What person is quoted at the very beginning of Chapter 21?

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

5. What is preventing Starbucks from switching to a polystyrene cup?

Short Essay Questions

1. How does Howard find a bank to take Starbucks public?

2. Why does Howard agree to allow United Airlines to serve Starbucks coffee on their flights?

3. What reference is included at the end of Pour Your Heart Into It, and how does it reflect Howard's success with Starbucks?

4. What decisions does Starbucks make when the crisis is extended and eventually passes?

5. How is the idea of serving cold drinks at Starbucks first introduced to Howard and what is his response?

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

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

8. Who is Scott Bedbury and why does Howard hire him to work for the company?

9. What issues does Howard deal with as he attempts to keep Starbucks small while growing big?

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

(see the answer keys)

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