This report which covers the most important marketing elements, discusses the marketing background (definition of consumer markets, market size and demand stratistics, marketing cost history and major problems), states the primary objectives, describes the overall strategy, discusses functional objectives and budgets, and makes strategic recommendations. The Commission's objectives are to sustain ridership within the choice market by 10 percent. The Commission will also seek to improve the image of public transportation, develop a more unified rate structure, increase off-peak daily and weekend ridership, and provide a greater level of public information on the system. It is noted that marketing includes product design, place of availablitity, price or amount of method of payment, and promotion with advertising and information services. Four major marketing strategic considerations are discussed: positioning of the product, marketing mix, target market, and buying incentive. The implementation of th erecommendations in each of these areas will be executed in 2 phases. The actions to be taken in each phase are briefly outlined.

  • Corporate Authors:

    Lawler Ballard Little Advertising

    1 East Cary Street
    Richmond, VA  United States  23219
  • Publication Date: 1976-3-9

Media Info

  • Features: Figures; Tables;
  • Pagination: 63 p.

Subject/Index Terms

Filing Info

  • Accession Number: 00163692
  • Record Type: Publication
  • Files: TRIS
  • Created Date: Mar 7 1981 12:00AM