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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. What new product quickly raced to the number two position in the filtered market, just behind Viceroy, in 1954?
(a) Marlboro.
(b) Winston.
(c) Pall Mall.
(d) Churchill.

2. 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.

3. What physicist becomes one of the first scientists to document the levels of secondhand smoke and correlate them to incidences of lung cancer?
(a) James Repace.
(b) Jason Rushton.
(c) John Rice.
(d) Jordan Riordan.

4. Enlistees could be _____________; they just had to be healthy at the start of the study.
(a) Cancerous.
(b) Non-smokers.
(c) Smokers.
(d) Addicts.

5. How is a more 'manly' image for Marlboro created?
(a) A symbol of a fireman is place on a new flip top box with a blue circle design.
(b) A symbol of a cowboy is placed on a new flip top box with a sharp, red and white logo.
(c) A symbol of a cowboy on the original box and design.
(d) A symbol of a warrior is placed on a new flip top box with a bow and arrow design.

Short Answer Questions

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

2. What happens when Hahn chooses to wait and see what happens to the popularity of filtered cigarettes?

3. What does a 1953 study by Dr. Ernst Wydner show?

4. After initial resistance, the animals showed what?

5. On what does The American Cancer Society sponsor smoking research in 1967?

(see the answer key)

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