Word: marketing
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Dates: during 1960-1969
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...every newborn baby in line for the de luxe set of toilet articles (talcum powder, oil, cologne, cleansing milk, soap and a small embroidered towel) that goes for $35. But those in the market for a single diaper (emblazoned, of course, with the Dior griffe) can get away for only $3; a gold safety pin to go with the Diorpers costs an extra $3. Price, obviously, is of small issue to the small issue of Morocco's King Hassan; his three daughters are regular "Baby Dior" patrons, as are Iran's Prince Reza (for whom Bohan designed...
...factor affecting the size of the market-and the fares-will be the selling price of the SST, now calculated at $40 million a plane. The price of developing new airplanes has an unsettlingly steep rate of climb. The Concorde's development costs so far have almost quadrupled to $1.72 billion, and the price tag has risen from $ 12 million a plane to $21 million...
20th Century Sound. In a market of 500 SSTs, Boeing's profit will be a handsome $3.5 million on every $40 million aircraft sold. The SST will create 25,000 new jobs at Boeing, and another 25,000 among a host of subcontractors, chiefly General Electric, which has engines virtually ready to attach to Boeing's airframe. To forestall criticism that the SST will create few jobs in the ghettos, Boeing is seeking more black engineers...
...promised that the SST will fly supersonically only over water, at least until the sonic boom is brought within "acceptable limits." Three countries-Sweden, Ireland and West Germany-have already banned SSTs over their territory. The FAA calculates that if all restrictions on supersonic flight were removed, the eventual market would jump from 500 SSTs to 1,200, adding $28 billion to sales. Thus there will always be a powerful temptation to remove the speed restrictions and subject Americans to what Boeing calls the "20th century sound...
...passengers responding would prefer to fly supersonically, and 56% would pay a premium of $50 to do so on a 2,000-mile flight. Still, each SST will cost more than most airlines earn in a single year. Even now, the airlines are stretching the tight money market to pay for the new generation of subsonic jumbo jets and airbuses, and smaller lines only wish that the SST would quietly go away for several years. As soon as the leading airlines buy the SST, however, competition will dictate that all must follow...