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This test consists of 15 multiple choice questions and 5 short answer questions.

Multiple Choice Questions

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

2. What does a 1981 Japanese study find?
(a) Non-smoking husbands of smoking wives were 40-90 percent more likely to contract lung cancer than those with non-smoking wives.
(b) Non-smoking wives of smoking husbands were 40-90 percent more likely to contract lung cancer than those with non-smoking husbands.
(c) Non-smoking wives of smoking husbands were 20-40 percent more likely to contract lung cancer than those with non-smoking husbands.
(d) Non-smoking husbands of smoking wives were 20-40 percent more likely to contract lung cancer than those with non-smoking wives.

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

4. When advertising faltered, R.J. Reynolds officials start a practice known as trade-loading to do what?
(a) Artificially decrease its short term sales numbers.
(b) Artificially increase its short term sales numbers.
(c) Artificially decrease its long term sales numbers.
(d) Artificially increase its long term sales numbers.

5. What does the Reagan era usher in?
(a) A time of government interference with business.
(b) A time for protesting smoking.
(c) A time of big government.
(d) A time of government non-interference with business.

6. What does Rose tell her attorney that she wanted him to do after her death?
(a) Press on.
(b) Stop fighting.
(c) Destroy her cigarettes.
(d) Protect her family.

7. After initial resistance, the animals showed what?
(a) None of the habits formed by humans.
(b) More resistance towards the smoke.
(c) Some habit forming traits.
(d) Some of the same habit forming traits as humans.

8. Why does management choose not to launch this product named Epic?
(a) It is not marketed well.
(b) They do not want a healthy cigarette.
(c) It does not have a lot of flavor.
(d) They do not want to risk other business.

9. Why does this take some time?
(a) Because the tobacco industry does not like to work as one unit.
(b) Because of the many company's leaders.
(c) Because they do not care about non-smokers.
(d) Because of the sheer logistics involved.

10. What quickly became a prestigious health research institute?
(a) The American Healthcare Organization (AHO).
(b) The United States Healthy Families Guild (USHFG).
(c) The United States Foundation for Health (USFH).
(d) The American Health Foundation (AHF).

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

12. In 1978, the AMA releases a long awaited report on tobacco which is considered what?
(a) A whitewash by many in the health community.
(b) A tremendous improvement.
(c) A great attempt by the AMA.
(d) Significant in the fight against the tobacco industry.

13. How does the industry respond?
(a) By paying off the lawyer and ending the case.
(b) By challenging the legality of the entire proceeding under the warning label legislation of 1970.
(c) By giving Rose's family money to pay for her treatment and funeral.
(d) By giving in to Rose's lawyer's requests.

14. When does the power of the tobacco industry peak?
(a) In the late 1970s.
(b) In the late 1980s.
(c) In the early 1970s.
(d) In the early 1980s.

15. The success of what 1973 horse race opens a new era for sponsoring spectator sporting events?
(a) The Winston Cup.
(b) The Winston Derby.
(c) The Marlboro Derby.
(d) The Marlboro Cup.

Short Answer Questions

1. By the time of the Surgeon General's first report in 1982, what could be conclusively shown?

2. What do some in Congress pressure the EPA to do?

3. The momentary alertness caused by the physical act of smoking would be almost immediately followed by what?

4. What has smoking become by the late 1980s?

5. How does Rose's attorney counter the statements made about the extensive health warnings?

(see the answer keys)

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