To ensure success, transportation innovations must be carefully designed to satisfy consumer needs and must be implemented with a carefully executed marketing strategy. This paper presents an integrated marketing approach to provide the information necessary for managers, planners and regulators to make strategic decisions with respect to service and marketing strategies. A methodology comprising three phases is described. The design phase uses measures and models of transportation consumer behaviour to provide managers with (a) diagnostic information which suggest how best to improve the mix of transportation services and (B) predictions of consumer response needed to evaluate the suggested improvements. The implementation phase sets the marketing mix (service strategy, service availability, fares, advertising, promotions, etc.) and evaluates the success of the implemented strategy in enhancing ridership or in meeting other objectives. The final phase in the process is monitoring service operations and traveller responses on a continuing basis. The remainder of the paper develops these basic concepts with discussions of the managerial issues. Simple examples are given to illustrate the concepts. (TRRL)

  • Corporate Authors:

    Cross (Richard B) Company

    Oxford, Indiana,   United States  47971
  • Authors:
    • HAUSER, J R
    • Koppelman, F S
  • Publication Date: 1977

Media Info

Subject/Index Terms

Filing Info

  • Accession Number: 00452097
  • Record Type: Publication
  • Source Agency: Transport Research Laboratory
  • Files: ITRD, TRIS
  • Created Date: Dec 31 1985 12:00AM