00459541

Component

http://onlinepubs.trb.org...trr/1985/1039/1039-002.pdf

https://scholar.google.co...ooth&publication_year=1985

The role of marketing in the transit industry has undergone numerous changes in the past decade, expanding as the task of attracting new riders or retaining existing riders has become more complex. A review of current marketing practice at representative transit agencies in North America is summarized in this paper. The review demonstrates the complexity of the marketing function, which encompasses market research, service development, pricing, promotion, consumer aids, and evaluation. Although most agencies surveyed reported activities in each of these areas, few had comprehensive programs that linked all elements. Considerable sophistication was demonstrated in specific promotional techniques such as radio and television advertising; use of car cards and billboards and in consumer information aids such as schedules and timetables, telephone information systems, and system maps. Quantifiable evidence of the effectiveness of such techniques is generally lacking, however, and a need for further research is evident. The review revealed a number of promising new practices. Included among these are market segmentation and target marketing, direct contact marketing, electronic user information aids, and consumer orientation training for transit agency employees.

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01419476

pp 9-16

1985

Transportation Research Record

030903955X

Print

Figures (1) ; References (8) ; Tables (1)

Advertising; Consumers; Information dissemination; Market research; Marketing; Pricing; Promotion; Public transit; State of the art studies; Transportation planning

Administration and Management; Data and Information Technology; Economics; Highways; Planning and Forecasting; Public Transportation; Society; I10: Economics and Administration

TRIS, TRB

Aug 28 2004 4:46AM

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