Key Content:

• Creating Markets

• Managing Corporations and Products for the Market

Reading:
Ian Gordon, "Coca-Cola," in Encyclopedia of American Studies, (New York: Grolier, 2001).
Richard S. Tedlow,  New and Improved: The Story of Mass Marketing in America. New York: Basic Books, 1990. Introduction and Chapter 3.

I. Introduction  
 

II. Three Phases of Marketing

    1. Phase One

• Dispersed population over extreme distances.
• Business success comes through the conquest of distance.

    2. Phase Two

• Infra structure in place:
  • Railroads
  • Telegraph
• Growth of brand names and large corporations
• National market

    3. Phase Three

• New communication techniques
• Television
• Market Segmentation

III. Tedlow’s Six Propositions

1. Profit through volume – mass market – Ford

2. Drive and vision of business people.

3. Mass production and mass marketing go hand in hand.

4. First-mover advantages have been real. High profits because of low prices.

5. New entrants had to either copy first entrant or turn market against first entrant.

6. Change has been a law of business.

IV. Some important caveats

    1. Pepsi Generation

    2. Market Segmentation
 

V. Phase Four

    WalMart
 

VI. Coca-Cola

    1. Establishing Coca Cola: A Model of Advertising
 

VII.  Introduction: Car Culture, Car Economy

    James Flink
    Martha Olney
 

VIII. Ford and the Car Industry in the 1920s

    1. Selling Fords
 

IX. General Motors

• Billy Durant
• Du Pont Family
• Alfred Sloan
   

    1. Selling GM cars

    2. Consumer Credit

    3. Management and Automobiles
 

X. GM vs Ford: Understanding the Contest

    1. Product Policy

• Product line
• Annual model change
• Style
   

    2. Price

    3. Communication

    4. Distribution
 

XI. Triumph of GM
 

XII. Conclusion 
 

POWERPOINT

	A/P Ian Gordon	History	American Studies	NUS