Word: mcdonaldization
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Student reaction to the shift was generally unfavorable, and talk of boycotting the commencement proceedings were not infrequent. "It appears that our commencement is being turned into a political track meet," Charles R. McDonald, a member of the Senior Class Council declared...
Last week McDonald was sure that he had finally tuned in on his market. He announced that Zenith's hearing-aid division had chalked up a handsome profit, though he was mum on the figures (they "were too good to say anything about to competitors...
...also had on sale a new hearing aid, a one-unit set that weighed only half as much (9 oz.) as the old one. The catch was that it sold for almost twice as much ($75). Self-confident Mr. McDonald bragged of a "new revolution in hearing aids." And by selling it by mail, he hoped to tap a huge market which he considers sadly neglected...
Secret Ears. The loudness of McDonald's boasts has set his competitors' teeth on edge. The100-odd makers of U.S. hearing aids are well aware that their market is potentially rich. An estimated 3,000,000 Americans are deaf enough to use hearing aids. But only 800,000 do. One reason is the price. Most units sell for between $100 and $200 and cost the user about $75 to $100 a year for batteries. Another reason is vanity. The hard of hearing hate to admit...
Sonotone Corp., which contends that its gross of $11,000,000 last year was bigger than Zenith's, chalked up 40% of its cost to manufacturing, the rest to training of acousticians and patient education. Zenith's McDonald considers all such frills so much mumbo-jumbo to spark sales. He thinks aids should be sold off department-store shelves and by mail order...