THE FORMULATION OF MARKETING STRATEGY IN URBAN PUBLIC TRANSPORT

This paper prescribes the parameters of marketing strategy formulation in the context of urban public transport and emphasises in particular the usefulness of the marketing mix and segmentation concepts. A marketing mix comprising the two primary dimensions of service attributes and promotion is advocated, the service attributes to include price, in-vehicle time, mesh density, frequency, reliability and comfort. Three primary trip purpose segments are identified viz. Journey-to-work, shopping, and leisure/social trip segments, but these may be expanded into a twenty-four cell matrix once origin-destination and car access factors are included. The sensitivity of demand in these segments is examined mostly by reference to demonstration and experimental project data drawn from the United States and the United Kingdom. For the three primary trip purpose segments demand elasticity is shown to be greater for non-price than for price features; for both price and non-price service features elasticity is shown to be a function of journey purpose being least elastic for journey-to-work trips and most elastic for social-leisure trips. The role of promotion is examined and its importance to the successful marketing of public transport clearly demonstrated. (A) /TRRL/

• Availability:
  • Find a library where document is available. Order URL: http://worldcat.org/issn/00494488
• Corporate Authors:

  Elsevier

  Radarweg 29
  Amsterdam,   Netherlands  1043 NX
• Authors:
  • Moran, A J
  • Jones, W H
• Publication Date: 1975-9

Language

• English

Media Info

• Features: References; Tables;
• Pagination: p. 209-229
• Serial:
  • Transportation (Netherlands)
  • Volume: 4
  • Issue Number: 3
  • Publisher: Martinus Nijhoff Publishers
  • ISSN: 0049-4488

Subject/Index Terms

• TRT Terms: Accessibility; Comfort; Costs; Demand; Level of service; Market surveys; Marketing; Origin and destination; Private transportation; Public transit; Publicity; Shopping; Shopping centers; Tourism; Transportation planning; Travel; Travel time; Trip generation; Trip length; Urban areas; Urban transportation; Work trips
• Geographic Terms: United Kingdom; United States
• Old TRIS Terms: Shopping surveys
• ITRD Terms: 9139: Accessibility; 9138: Comfort; 224: Cost; 285: Demand (econ); 696: Journey purpose; 697: Journey time; 621: Journey to work; 653: Level of service; 687: Origin destination traffic; 746: Private transport; 8573: Publicity; 320: Shopping centre; 9143: Tourism; 8119: United Kingdom; 313: Urban area; 8122: USA
• Subject Areas: Administration and Management; Finance; Highways; Planning and Forecasting; Public Transportation; I72: Traffic and Transport Planning;

Filing Info

• Accession Number: 00132275
• Record Type: Publication
• Source Agency: Transport and Road Research Laboratory (TRRL)
• Files: ITRD, TRIS
• Created Date: Jul 13 1981 12:00AM