Word: marketing
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Dates: during 1960-1969
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Worst hurt will be the processors of foods containing the sweetener. Most of the cyclamate supply now goes into diet drinks, which have gained at least a 15% share of the market for soft drinks. There is some question whether diet drinkers will switch back to sugar-sweetened drinks or just give it all up in favor of water. Cyclamates are also used in puddings, gelatins, salad dressings, jams and jellies, ice cream and practically all diet foods. The producers of "cured" bacon commonly use cyclamates, which are cheaper than sugar. Cyclamates even go into the making of children...
...whoosh, pop and grind of thousands of fanciful contraptions echoed through Manhattan's cavernous Coliseum. The occasion was "Patexpo '69," a show designed to match up 300 inventors of new products with the men who can market them. As the visitors saw, modern man's ingenuity has lately produced a gun that fires a net to enmesh would-be muggers, skis with wheels for schussing on dry land, a timer that rations children's television viewing, tongs that carry melons without bruising them, and a keyless electronic lock that opens when hidden pressure points are pushed...
...there such a voracious demand for new products? The growth of affluence, travel, education and technology, plus saturation television advertising, have contributed to greater consumption. Items to exploit the anti-Establishment values of the youth market-mod clothes, poster art-and the comfort-seeking wants of the increasing number of old people added further to the product crush. As new products proliferate, consumer confusion intensifies and brand loyalty erodes, leading to the creation of still more new items...
...this shifting scene, a bold new entrepreneur has appeared: the new-product specialist, the privateer who will find or develop a product for any company willing to pay. These specialists contend that most U.S. corporate managers, for all their talk about market research, still think more in terms of product than consumer. The privateers are usually young veterans of advertising or marketing who work on ideas supplied by clients or develop and sell products on their own. More than 20 independent new-product firms are at work on projects for General Foods, National Biscuit, Johnson & Johnson, Bristol-Myers, Continental...
...that he claims has 156,000 members. Through it, Shashoua finds and promotes the ideas of inventors, tinkerers or a few slightly mad scientists. He either brings the products to client companies, which pay his Patents International Affiliates $125 a year to get listings of inventions for sale, or markets them himself through a subsidiary. Among the products that his firm is considering putting on the market: a sanitary napkin that dissolves in water and a camera that shoots 360° photographs. Ted Angelus, formerly of BBDO, has started New Products Action Team, Inc., and is searching for a buyer...