COMPONENTS OF A TRANSIT MARKETING PROGRAM-ABRIDGEMENT

A general framework for building a unified transit marketing program is provided. The first step in coordination of the marketing program is organization of its components: market research, market planning, service planning and development, pricing strategies, communication channels, public relations, passenger amenities, and other services. Each of these components is discussed. Each marketing element must be treated as part of a larger program instead of an independent project. The way in which the different element in a short-term price discount promotion might be coordinated is illustrated schematically and general descriptiosn of the different price categories are given. Investigations and preparative research provide data that guide the promotional program. Research needs in this area are noted.

Media Info

  • Media Type: Print
  • Features: Figures; References;
  • Pagination: pp 12-14
  • Monograph Title: Public transportation planning and development
  • Serial:

Subject/Index Terms

Filing Info

  • Accession Number: 00316660
  • Record Type: Publication
  • ISBN: 0309029902
  • Files: TRIS, TRB
  • Created Date: Oct 27 1981 12:00AM