MARKETING PROGRAMS FOR MASS TRANSIT

THIS ARTICLE IS BASED ON DATA FROM A CONSUMER SURVEY CARRIED OUT IN THE MINNEAPOLIS-ST. PAUL METROPOLITAN AREA IN AN ATTEMPT TO IDENTIFY CONSUMER ATTITUDES TOWARD MASS TRANSIT AND TO DETERMINE HOW PEOPLE WHO CURRENTLY DRIVE CAN BE MOTIVATED TO TAKE THE BUS. IT APPEARS THAT SIGNIFICANT UPGRADING IN THE EXISTING SERVICE IS NECESSARY IN ORDER TO MOTIVATE DRIVERS TO USE THE BUS. ANY MARKETING PROGRAM DESIGNED TO IMPROVE TRANSIT RIDERSHIP MUST INCLUDE A PROMOTIONAL CAMPAIGN WHICH EXPLAINS AND DEFINES THE PRESENT SCOPE OF PUBLIC TRANSIT SERVICES IN ORDER TO BUILD IMMEDIATE PATRONAGE, AND A CONTINUING PROMOTIONAL PROGRAM WHICH IDENTIFIES THE LONG-RUN ADVANTAGES OF A WELL-DEVELOPED PUBLIC TRANSIT SYSTEM IN TERMS OF ECONOMIC AND SOCIAL CRITERIA SUCH AS POLLUTION, EFFICIENT USE OF PUBLIC FUNDS, AND EXAMINATION OF ALTERNATE USES FOR LAND OTHERWISE DEDICATED TO HIGHWAYS.

  • Availability:
  • Corporate Authors:

    Eno Transportation Foundation

    1250 I Street, NW, Suite 750
    Washington, DC  United States  20005
  • Authors:
    • Beier, F H
  • Publication Date: 1972-10

Media Info

  • Pagination: p. 533-545
  • Serial:
    • Traffic Quarterly
    • Volume: 26
    • Issue Number: 4
    • Publisher: Eno Transportation Foundation
    • ISSN: 0041-0713

Subject/Index Terms

Filing Info

  • Accession Number: 00242301
  • Record Type: Publication
  • Files: TRIS
  • Created Date: Apr 8 2001 12:00AM