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This quiz consists of 5 multiple choice and 5 short answer questions through Chapter 17: Chow Lines.

Multiple Choice Questions

1. Why does Buck begin an aggressive campaign to increase his holdings in non-cigarette tobacco products?
(a) In the face of declining cigarette revenues in the mid 1890s.
(b) Cigarettes are not healthy, so he wants to explore other options.
(c) He wants to find a healthier use for tobacco.
(d) Cigarettes are too difficult to make in the 1890s.

2. Who is the so called "tar czar?"
(a) Robert Meyner.
(b) Raymond Meijer.
(c) Richard Meyer.
(d) Ronald McDonald.

3. Marketers wanted to release a low tar Marlboro, but did not want what to happen?
(a) The image of the cowboy to change.
(b) Consumers to not like the taste.
(c) The name "mild" to detract from the rugged image of the product.
(d) Consumers to not trust the original cigarettes.

4. What does the study on smokers' lungs in the late 1950s discover?
(a) One in ten smokers will get lung cancer.
(b) One in five smoker will get lung cancer.
(c) One in one hundred smokers will get lung cancer.
(d) One in ten smokers will get mouth cancer.

5. Why does Philip Morris finally begin aggressively marketing generics?
(a) When they ran out of money.
(b) When other companies began marketing generics.
(c) When the economy slowed in the late 1980s.
(d) When their popular brands became disliked.

Short Answer Questions

1. What does Marlboro do in the face of declining sales?

2. Who took the lead in producing the new anti-smoking ads?

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

4. What are the filters?

5. When the bill passes, what is made public for the first time?

(see the answer key)

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