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This quiz consists of 5 multiple choice and 5 short answer questions through Chapter 13: Breeding a One-Fanged Rattler.

Multiple Choice Questions

1. _______________ claim to fame is the success of his brand, Pall Mall.
(a) George's.
(b) John's.
(c) Gerald's.
(d) Jim's.

2. Who are placed on the TIRC's Scientific Advisory Board to give their efforts legitimacy?
(a) Celebrities.
(b) Lawyers.
(c) Doctors.
(d) Politicians.

3. What happens when Teddy Roosevelt's Food and Drug law goes into effect to regulate meat, milk, and flour?
(a) Tobacco is included.
(b) Tobacco is exempted.
(c) Tobacco is somewhat regulated.
(d) Tobacco is strictly regulated.

4. By 1898, what does Duke control?
(a) One quarter of the plug and smoking tobacco market, as well as eighty-five percent of the cigarette market.
(b) One third of the plug and smoking tobacco market, as well as fifteen percent of the cigarette market.
(c) One half of the plug and smoking tobacco market, as well as sixty-five percent of the cigar market.
(d) One eighth of the plug and smoking tobacco market, as well as fifty percent of the cigarette market.

5. At formerly successful companies, average management and _______________ create an atmosphere with no new ideas.
(a) Inbred mentality.
(b) Uneducated leadership.
(c) Old men.
(d) A lack of wealth.

Short Answer Questions

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

2. Why is it so difficult to change patterns that had existed for a generation?

3. In general, the tobacco industry worked from the top down, while anti-smoking forces worked from the ___________.

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

5. With the loss of television ads, who is having much more success in translating its image to print media than RJR's Winston brand?

(see the answer key)

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