Word: mobilize
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...book nestled in his glove compartment-the Guide Michelin, France's gastronomical bible, maker and breaker of restaurant reputations from Paris to the Pyrenees. But in the U.S., tourists tend to take better care of their cars than of their stomachs. Four years ago, the dietetically neutral Socony Mobil Oil Co. joined forces with the Simon & Schuster publishing company in a venture to reduce the U.S.'s highway heartburn: a seven-volume domestic imitation ($1 a volume) of the Guide Michelin. Last year, Mobil Travel Guides covering the Northeastern States and the South Central and Southwestern States were...
...Dishwater Test. Like the Michelin, which is underwritten by France's Michelin Tire Co., the Mobil guides are partly promotion gimmicks: Mobil frankly hopes that the books "will build our station traffic." Each guide lists local tourist attractions-many of which are so far off the beaten track that they are all but unknown to natives-as well as hotel and motel accommodations; entries duly note the distance to the nearest self-service laundry, and whether sitters are available or pets permitted. But the most important feature of each volume is the restaurant list, compiled for the most part...
...Schuster Vice President Jason Burger, 44, and Editors Alden and Marion Stevens. Price, service, and even the temperature of the kitchen dishwater-as well as the quality of the food-guided the tasters. Burger, who put in a month's work for Michelin to help him with the Mobil job, reports that some highly rated French eating places would have been ruled out by his staff because of unclean kitchens. A similarity between the Michelin and Mobil scouts: both announce their impending arrival by letter, months in advance; but the inspectors eat incognito, revealing their identity only after they...
...metal near Bishop, Texas, is expected to cost $10 million, in addition to the earlier expense of developing the plastic. National Distillers' plant, to be built near Houston, will probably run to $15 million. Monsanto has an $80 million ethylene plant on the planning boards that will outproduce Mobil's entrant...
After World War II, petrochemicals' growth was spurred mainly by chemical companies, except for Jersey Standard, Gulf and Shell. But now other oil companies such as Sun Oil and Mobil are moving in fast, because the profit rate is three times more on petrochemicals than on the rest of the oil and gas business. Cosden Petroleum Corp., for instance, made 18% of its refinery output into petrochemicals...