Word: marketeers
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Dates: during 1980-1989
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What with the increasing frequency of hydraulic-system failures and fares that change with the speed of the stock-market ticker, today's air traveler has lots to worry about. Now there's something else to check when settling into an airplane seat: Is your deodorant working properly...
When the jogging and fitness craze began in the mid-1970s, athletic-shoe manufacturers were dubbed "Adidas and the Seven Dwarfs." But by the early 1980s, while West Germany's Adidas remained No. 1 outside the U.S., fast- rising Nike dominated the American market. The company was started in 1972 by current chairman Philip Knight, 52, a University of Oregon graduate, and Bill Bowerman, 78, his former track coach, who used a waffle iron to make their first soles. (The now famous Swoosh trademark on the side of the shoes was designed by an art student for $35.) Nike...
While Atlantic Richfield has no immediate plans to market the new gasoline outside Southern California, other oil companies seem likely to develop their own lead-free products. The industry may have little choice if gasoline is to keep pace with U.S. demands for increasingly stringent air-quality standards...
...result, Americans are lacing up 200 million pairs of brand-name athletic shoes a year. Not satisfied to sell only shoes, companies are diversifying into T shirts, sweaters and shorts emblazoned with their names. All told, the market for athletic shoes will reach $9 billion in retail sales this year, up about 15% from 1988. In a grueling race for market share, once sagging Nike is racing back with revenues of $1.7 billion for the fiscal year that ended in May. Analysts estimate that Nike now claims a 26% share of the market for brand-name athletic shoes. Based...
...faltered, Reebok galloped ahead. Beginning its life in the U.S. as a subsidiary of a British shoemaker founded in the 1890s, Reebok, based in Canton, Mass., is now a publicly held firm that owns its former parent company. Its mid-'80s success came from inventing and persistently exploiting the market for women's aerobic shoes, a shift in the business that Nike had completely missed. Reebok's revenues zoomed from $4 million in 1982 to $900 million...