MASS TRANSIT: DEVISING A RESEARCH BASED MARKETING PLAN

This study presents a marketing planning procedural model that can be operationally used by marketing managers. The model enables the user to assess his company's performance on the various attributes of the marketing mix and to design a marketing program that caters to the needs of his marketplace. The model is applied here specifically to mass transit and is tested empirically. Within this context, it permits transit marketing to aim at increasing the probabilities of (I) greater usage on the part of existing riders and (II) attracting prospects and converting them into actual customers. /Author/TRRL/

• Corporate Authors:

  Pergamon Press, Incorporated

  Maxwell House, Fairview Park
  Elmsford, NY  United States  10523
• Authors:
  • Bacon, W
  • Wotruba, T R
• Publication Date: 1977-8

Language

• English

Media Info

• Features: Figures; References; Tables;
• Pagination: p. 245-253
• Serial:
  • Transportation Research /UK/
  • Volume: 11
  • Issue Number: 4
  • Publisher: Pergamon Press, Incorporated

Subject/Index Terms

• TRT Terms: Buses; Green interval (Traffic signal cycle); Highway capacity; Marketing; Mathematical analysis; Mathematical models; Performance; Planning; Public transit; Ridership; Signalized intersections; Traffic signal control systems; Traffic signals
• Uncontrolled Terms: Increase; Use
• ITRD Terms: 6471: Analysis (math); 9032: Increase; 277: Marketing; 6473: Mathematical model; 143: Planning; 744: Public transport; 9084: Use
• Subject Areas: Administration and Management; Highways; Planning and Forecasting; Public Transportation; I72: Traffic and Transport Planning;

Filing Info

• Accession Number: 00168128
• Record Type: Publication
• Source Agency: Transport and Road Research Laboratory (TRRL)
• Files: ITRD, TRIS
• Created Date: Jun 28 1981 12:00AM