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This quiz consists of 5 multiple choice and 5 short answer questions through Chapter 15: The Calling of Philip Morris.

Multiple Choice Questions

1. When does RJR general council Henry Ramm urge a more aggressive approach to the previous holding the line?
(a) When Clay Little is replaced as scientifc director of CTR.
(b) When Clarence Little becomes the scienfic director of CTR.
(c) When Clarence Little is replaced as scientific director of CTR.
(d) When Clay Little becomes the scientic director of CTR.

2. After initial resistance, the animals showed what?
(a) None of the habits formed by humans.
(b) Some of the same habit forming traits as humans.
(c) More resistance towards the smoke.
(d) Some habit forming traits.

3. After years of bickering and hesitation, what do the "big three" anti-cancer organizations (AHA, ALA, ACS) do?
(a) They give up on the tobacco industry.
(b) They form a coalition to take on the entrenched tobacco interests in Washington.
(c) They go their separate ways.
(d) They run their own tests and studies without the aid of each other.

4. What does the tobacco industry cunningly use the tax--which doubled from eight to sixteen cents--to do?
(a) Lower the cost of cigarettes and selling more cigarettes in the process.
(b) Encourage more people to begin smoking.
(c) Sell more packs of cigarettes.
(d) Increase its prices significantly more than the amount of the actual increase - giving them more profit.

5. What happens when Hahn chooses to wait and see what happens to the popularity of filtered cigarettes?
(a) It is a minor mistake.
(b) It brings him success.
(c) It is a small success.
(d) It proves to be a major mistake.

Short Answer Questions

1. The FTC anti smoking campaign was severely curtailed under what new administration?

2. Enlistees could be _____________; they just had to be healthy at the start of the study.

3. While health concerns _________, some smaller cigarette companies start devising ways to use the public apprehension to their advantage.

4. What does a 1981 Japanese study find?

5. What does Steinfeld's 1972 report also speak of for the first time?

(see the answer key)

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