Word: soft
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Dates: during 1960-1969
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...work for the Defense Department and NASA, Caltech has 181 federal research contracts and operates NASA's Jet Propulsion Laboratory, which will spend $242 million this year. Caltech's practical knowledge made JPL a pioneer in tactical missiles, in launching the first U.S. satellite, in making a soft landing on the moon and in taking close-up pictures of the moon and Mars. At the same time, such speculative M.I.T. thinkers as Physicist Charles Townes, who worked out principles that led to thet maser and laser, and Cyberneticist Norbert Wiener, whose theories helped lay the foundations of automation...
...corporate development, Glenn last week was also named chair man of the company's international subsidiary. He and Morgan J. Cramer, a former president of P. Lorillard Co. (tobacco) and now R. C. International's president, aim to increase foreign sales 25% next year. Other U.S. soft-drink makers are also training some of their highest-priced executive and promotional talent on the foreign market, whose growth rate will soon top that of the U.S. market. Competition is so acute that companies seldom disclose the size of their foreign sales, but industry insiders estimate conservatively that the annual...
Better than Barley Water. U.S. soft drinks have been downed-and some times damned-abroad ever since Coca-Cola uncapped the international market 66 years ago. Almost half of Coke's $864 million-a-year sales comes from its 800 bottling plants abroad, and it still holds the largest share of the foreign market for U.S. soft drinks. Every day, from Australia to the Apennines, 85 million customers call for a Coke, referring to it as Ha-Ha in Ethiopia's Amharic language or Ko-Kou Ko-Lo, which in Mandarin Chinese also trans lates into "palatable...
...Bottled soft drinks are so commonly accepted that the Japanese substitute them for barley water as warm-weather refreshers, upper-caste Indians serve them at wedding receptions, and Middle East businessmen offer them to visitors as an alternative to Turkish coffee. Europeans mix their whisky with ginger ale or lemon-lime. White Rhodesians have a fad on for brandy and Coke. Zambian copper-belt workers, who once paid threepence for a home-brewed raspberry drink, now pay sixpence for "sophisticated" sodas. Everywhere, increasing ownership of refrigerators has lifted soft-drink sales. In Hong Kong, U.S. brands hold...
...Soft-drink manufacturers find occasional flat spots among the bubbles. Low-calorie drinks have yet to catch on abroad. Manufacturers are constantly concerned about tax increases by envious governments. Last week in Italy, the Chamber of Deputies voted to increase the cola tax from 5.2% to 15.6% in order to raise money for new schools. Another problem, with can and vending-machine sales still limited, is the shortage and high cost of glass bottles. In Uruguay, for instance, a soft drink costs 110 if consumed on the spot but 180 if the customer wants to take the bottle with...