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This quiz consists of 5 multiple choice and 5 short answer questions through Chapter 9: Marlboro Mirage.

Multiple Choice Questions

1. What does the massive (over a million member) CPS-1 study come in showing?
(a) The same ten-to-one odds as the other studies.
(b) The same twenty-to-one odds as the other studies.
(c) The same one hundred-to-one odds as the other studies.
(d) The same five-to-one odds as the other studies.

2. To whom does the small Philip Morris (under the United Cigar Stores) company start exclusively marketing?
(a) Women.
(b) Children.
(c) Men.
(d) Minorities.

3. What creates very bad publicity for R.J Reynolds?
(a) Adviertisements are near geared towards men.
(b) Several people die immediately from smoking his cigarettes.
(c) Clay Williams orders a price increase from fourteen to fifteen cents per pack.
(d) Clay Williams does not have enough cigarettes made, and stores run out quickly.

4. What happens when the industry resents being asked to disparage its own product?
(a) It openly defies the new requirements.
(b) It immediately takes action.
(c) It complains but follows the new requests.
(d) Its power begins to decline.

5. What is commissioned in 1962 and includes a very diverse group of doctors, chemists, and even a statistician?
(a) The Surgeon General's Advisory Committee on Smoking and Health.
(b) The TIRC.
(c) The American Medical Association.
(d) The American Cancer Society.

Short Answer Questions

1. What has a small tobacco manufacturing company in Durham after the Civil War thriving?

2. With what is the Head of Research and Development at Philip Morris, Helmut Wakeham, faced?

3. In response to FTC oversight concerning its advertising, what does the tobacco industry create?

4. What are extremely rare in America in the 1800s?

5. How do two-thirds of the plug tobacco market end up in the hands of Buck Duke?

(see the answer key)

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