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

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

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

4. How does Paul Hahn at American Tobacco Company see filters?
(a) As a necessity.
(b) As a compromise between desire and good health.
(c) As a great idea.
(d) As more of a gimmick than anything else.

5. What does Edward Darr decide to do after the death of conservative James Gray at RJR?
(a) He decides to become the leader in filtered cigarettes.
(b) He decides to make a filtered product after seeing the success of other American tobacco companies.
(c) He decides to leave the filtering to the competitiion.
(d) He decides to make a filtered product after seeing its popularity in Europe.

Short Answer Questions

1. What does a 1981 Japanese study find?

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

3. What happens when cigarettes are tested by CONSUMER REPORTS in 1953?

4. In 1952, a data gathering study begins with approximately 22,000 volunteers in eleven states, and is conducted by whom?

5. After initial resistance, the animals showed what?

(see the answer key)

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