Word: coca-cola
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...epilogue (on the importance of refrigeration) showed evidence of greater theatrical cunning, reminiscent of Pirandello. Discovered at stage center is a bright red Coca-Cola cooler. Enters a Coke field man, who begins talking about refrigeration. Suddenly a loudspeaker hidden in the cooler's cool interior cries out: "Stop talking! I can speak for myself." Coke man hurriedly exits, Cooler continues: "I'm a 24-hour salesman ... I advertise the product, I cool the product, I present your product attractively...
...Dash of Movie Hero. Most sales promotion material emerges from the amazingly fertile brain of a short ex-lawyer and Rhodes scholar named Frank Harrold, who runs the entire sales promotion department of the Coca-Cola Export Corp. with the help of only two assistants, a few stenographers, and what amounts to a commuter's ticket on all the world's airlines. Harrold has developed a green kit containing fat instruction books, slide films, records, etc. Even a man with a stammer and an inferiority complex can become a dynamic lecturer. Sample instruction for a salesmen...
...narrow streets, he explained: "I have a position of responsibility. Now you will see, everywhere we go today the people will not call me just 'Pretti' or 'Come here, Pretti.' Instead, they will say 'Signor Pretti,' for I am the representative of Coca-Cola." At his first stop, on the Via Santa Marta, Signor Pretti made a few cheerful remarks, straightened a Coke sign on the wall and departed. At the Zi' Cori, a tiny refreshment room, Pretti wiped the dust from the red Coca-Cola disc, stopped to listen to the woes...
...make everybody happy, the good Coca-Cola driver-salesman must be part Boy Scout and part diplomat, with a dash of the movie hero thrown in. His supreme duty: to make friends with the dealers. His list of "do's" commands: "Look your best. Greet the Dealer. Smile . . . Show interest ... Be courteous ... Be honest . . . Keep promises. Make change . . . Thank Dealer." Of course, there are refinements of these simple tenets: "If, for example, the dealer's wife has just presented him with a new baby, the friendly salesman congratulates...
...good salesman carries a special slide rule (called "profit meter") with which he can figure in a trice the dealer's profit on any given number of Coca-Cola bottles, personally puts up Coke advertising ("don't leave your sign for the dealer to put up-he might give it away to one of his friends"), keeps his truck in perfect order and drives carefully. Curves must be taken smoothly so that Coke cases won't slide off; pedestrians must not be frightened, much less injured-they are all potential Coke customers...