ADVANCED MARKETING TECHNIQUES FOR URBAN TRANSPORTATION

In the field of transit there have been very few significant developements in marketing techniques. To some extent this has been because techniques of, for example, market pricing have not enabled anything other than coarse price structures to be developed. But it is also true that the ready availability of operating subsidies in recent years has made it less essential to be closedly attuned to market needs. The "product" has sold itself on its low price, rather than its inherent market attraction. Now, however, that outlook is changing. More and more transit systems are being asked to improve financial performance. Modern microprocessor technology provides the means to develop fully-fledged marketing programs, not only for transit but for the whole urban transportation network, including roads. The essential elements are the use of a personal identifier to record travel, postpayument, use of computers to record journeys and anlyse travel, market segmentation, and an active sales policy. CBD road pricing can be achieved through a controlled parking system using the same mechanism as for transit. Local authorities will then have a means of influencing modal split by price and capacity - effectively marketing transit, roads and parking in a comprehensive policy.

  • Supplemental Notes:
    • Paper presented to 62nd annual meeting of US Transportation Research Board, Washington, D.C., on 17 January 1983.
  • Corporate Authors:

    National Institute for Transport & Rd Res S Af

    P.O. Box 395
    Pretoria 0001, Transvaal,   South Africa 
  • Authors:
    • Browning, P
  • Publication Date: 1983-1

Media Info

  • Pagination: 55 p.

Subject/Index Terms

Filing Info

  • Accession Number: 00451083
  • Record Type: Publication
  • Report/Paper Numbers: RT/1/83
  • Files: TRIS, ATRI
  • Created Date: Nov 30 1985 12:00AM