STRATEGIC MARKETING FOR URBAN TRANSPORTATION

Paul Browning, winner of the 1983 Road Passenger Transport Medal of the Chartered Institute of Transport, describes his unorthodox approach to urban transport problems. He suggests that marketing depends upon the product, its price, its promotion and distribution. Urban transport should be viewed functionally as seen by the consumer. From the point of view of the provider, the function is transport; from the point of view of the user, the objective is travel. Business management tasks then become the management of the travel needs of the system and its users. As there is little prospect of further large-scale road construction in central urban areas, and capacity can only be improved slightly, the only long-term solution appears to be in road pricing. It can spread the peak, stimulate off-peak use and divert some demand to other areas. Road pricing has not yet been used in the UK because the argument for it has not been clearly stated and no practical methods of introduction has been developed. The only satisfactory method of pricing is to record what happens and assess the charge for later billing and repayment. Once an effective policy is available for the planner, the promotion of public transport can be undertaken successfully. (TRRL)

• Availability:
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• Corporate Authors:

  Specialist and Professional Press

  Surrey House, 1 Throwley Way
  Sutton, Surrey SM1 4QQ,   England 
• Authors:
  • Browning, P
• Publication Date: 1984-8

Media Info

• Features: Photos;
• Pagination: p. 15-17
• Serial:
  • SURVEYOR
  • Volume: 164
  • Issue Number: 4806
  • Publisher: Hemming Group, Limited
  • ISSN: 0039-6303

Subject/Index Terms

• TRT Terms: Consumer behavior; Consumer preferences; Demand; Marketing; Policy; Public transit; Road pricing; Transportation; Transportation policy; Travel; Urban areas; Urban transportation
• Old TRIS Terms: Strategy
• ITRD Terms: 285: Demand (econ); 698: Journey; 277: Marketing; 173: Policy; 744: Public transport; 240: Road pricing; 1155: Transport; 313: Urban area
• Subject Areas: Planning and Forecasting; Policy; Society; Transportation (General); I10: Economics and Administration; I72: Traffic and Transport Planning;

Filing Info

• Accession Number: 00392703
• Record Type: Publication
• Source Agency: Transport Research Laboratory
• Files: ITRD, TRIS
• Created Date: May 31 1985 12:00AM