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This quiz consists of 5 multiple choice and 5 short answer questions through Chapter 11: Stroking the Sow's Ear Analysis.

Multiple Choice Questions

1. When are George Hill's most successful days at creating market share for his products for American Tobacco Company?
(a) His first days.
(b) His last day.
(c) His last days.
(d) His first day.

2. What are the filters?
(a) More expensive than unfiltered cigarettes.
(b) Basically a health scam.
(c) A healthy alternative to unfiltered cigarettes.
(d) Somewhat useful.

3. What does the filter phenomenon seem to do?
(a) Add to the public's fear.
(b) Cause less cancer.
(c) Allay fears.
(d) Hurt the tobacco companies.

4. What happens to American Tobacco Company in the 1960s?
(a) It starts to decline.
(b) Its popularity skyrockets.
(c) It starts to see regrowth.
(d) It becomes unpopular very quickly.

5. What study corroborates this evidence?
(a) A life insurance study.
(b) A Japanese study.
(c) A European study.
(d) A health insurance study.

Short Answer Questions

1. What are not being analyzed for their effectiveness?

2. What does R.J. Reynolds dub the new brand?

3. What acts to tear down many taboos against women smoking, especially in public?

4. Although public opinion was swinging against tobacco in the 1970s, the industry still had what?

5. At formerly successful companies, average management and _______________ create an atmosphere with no new ideas.

(see the answer key)

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