【分析解答题】

The History ofCoca-ColaToday, the company’’s trademark is world-famous and its products average a staggering 400 million servings per day in more than 155 countries. It’’s a far cry from the humble beginnings of a hundred years ago when sales during the first year averaged a mere 13 drinks per day, and company profits totaled &paltry(微不足道的)$35.The product isCoca-Cola and, according to legend, it began in a three-legged kettle in the back yard ofAtlanta pharmacistDr. John Styth Pemberton who carried a jug of his concoction(调和物)down the street to Jacob’’s pharmacy where it was sold at the soda fountain for 5 cents a glass. Frank Robinson, Pemberton’’s partner and bookkeeper thought two "Cs" would look good in advertising and penned "Coca-Cola" in the flowering script so famous today.It is significant that Pemberton spent almost twice as much money on advertising during the first years of operation as he made in profits, for the growth ofCoke’’s popularity is as much due to the advertising and marketing strategy as it is to the quality of its product. TheCoca-ColaCo. has been guided by the words of its former president, Robert Woodruff, who said that "advertising must move with the times."By continually monitoring changes in consumer attitudes and behavior, theCoca-ColaCo. has become a widely recognized leader in advertising.Pemberton could not foresee the great future awaiting his soft drink and sold out.After a succession of ownership changes over a three-year period,AsaBriggsCandler bought the business and organized theCoca-ColaCo. into a Georgia corporation. In 1893, he registeredCoca-Cola as a trademark.UnderCandler’’s leadership, the company began to grow quickly. In order to instigate(鼓动) a demand for the product, he spent heavily on advertising. Signs dotted the landscape from coast to coast and appeared on calendars, serving trays and other merchandizing items, urging people to drinkCoke.Candler’’s campaign paid off. By 1898,Americans were buyingCoke everywhere in the United States as well as in Hawaii,Canada and Mexico. Candler was a creative fellow at advertising, but showed little imagination in understanding the potential.Coke’’s sold throughout most of the United States for $1, which he never bothered to collect.Candler sawCoke primarily as a soda-fountain drink.But two farsighted businessmen fromChattanooga, Tenn,Benjamin Franklin Thomas and JosephBrown Whitehead, understood the potential, and, for the unpaid dollar, bought & franchise (特许权，经销权) that became worth millions.Their agreement withCandler began the franchising bottling system that still remains the foundation of theCoca-ColaCo.’’s soft drink operations. Thomas and Whitehead sold the rights to bottleCoke to franchisers in every part of the country in return for the bottler’’s agreement to invest in the necessary resources and effort to make the franchise a success.During the following decade, 179 bottling plants went into operation.In the early 20th century,Coke blazed(开辟道路) the advertising trail, developing innovative concepts that became accepted practices in the fiel

D、One of the most effective was the distribution and redemption of complimentary tickets, entitling the holder to a glass ofCoke free at the soda fountain of a dispenser.In 1909, the company flew a dirigible(飞船) over Washington,
D、C、, with a hugeCoke sign on the side of it, a foreshadowing of aerial advertising.Coke also originated one of the nation’’s earliest animated signs. Standing 32 feet high and located along the Pennsylvania railroad line between Philadelphia and New York, it showed a young man drawing a glass ofCoke from one of the crockery ums(陶罐) then used to dispense the beverage.The bills forCoke’’s advertising campaign mounte
D、In 1893, the total stood at $12,395. It passed the $100,000 mark in 1900, and by 1912, it had skyrocketed to over $1 million, only to double eight years later.