In the 1880s, people drank John Pemberton’s tonic to cure headaches. It wasn’t a very popu

In the 1880s, people drank John Pemberton’s tonic to cure headaches. It wasn’t a very popular drink, and he sold only about a dozen drinks a day. That’s why Pemberton was willing to sell the rights to his medicinal drink. The buyer, Asa Griggs Candler, paid just $ 2,300 for the rights to Coca-Cola. Today, Coca-Cola (or Coke) is worth billions of dollars. It controls 50 percent of the world market in soft drinks.
How did Coca-Cola become so popular? One answer is that Asa Candler was a very clever businessman. He was one of the first people to use mass marketing. How did he do this? First, he made his product unique. When he bought the rights to Coca-Cola, it came in ordinary bottles. It looked like every other drink on the market. To make Coca-Cola look different, Candler modernized the bottles. He also made an eye-catching logo for his products. When other companies tried to imitate Coca-Cola’s name, Candler took them to court.
In addition to the unique bottle and logo, Candler spent a lot of time and money advertising his product. He used advertising to make a powerful image of Coca-Cola in the minds of his customers. He gave away free bottles of Coke. He put the name of his drink on pencils, trays, Japanese fans, matches, and many other things. Then he gave the things to people for free. He advertised Coca-Cola in the newspaper and painted the words “Drink Coca-Cola” on the sides of buildings and barns. By 1902, Coca-Cola was the best known product in the United States.
Candler was also able to make memorable advertisements. They often had catchy slogans such as “The Pause That Refreshes.” He also used famous athletes to advertise his product. They helped people to think of Coca-Cola as a delicious drink for everyone.
Today, businesses all over the world use mass marketing, but the makers of Coke were the first.
【小题1】Candler bought the rights to Coca-Cola from . A．the inventor of a medicinal drinkB．a well-known businessmanC．a doctorD．a carpenter【小题2】 The underlined sentence in paragraph 2 implies that . A．he invited people from other companies to attend a court ballB．he shared Coca-Cola’s name with other companies after they went back from the courtC．he played basketball with people from other companies on the basketball courtD．he took legal action to those who wanted to copy Coca-Cola’s name【小题3】 Candler used slogans to advertise his product. Slogans are .A．popular musicB．free productsC．memorable phrasesD．simple things【小题4】 By using mass marketing, Asa tried many ways EXCEPT .A．making Coca-Cola look differentB．paying $ 2,300 for the rights to Coca-Cola C．advertising Coca-Cola a powerful image in the minds of the customersD．using famous athletes to advertise his product【小题5】The passage is mainly to .A．explain that it is easy to use mass marketing B．advice people to spend a lot of money and time on mass marketingC．tell how Asa changes Coca-Cola into a worldwide business by using mass marketingD．describe different ways of using mass marketingA

(答案→)A 解析： 略

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