AIR CARGO: A MARKETING TECHNIQUE AND STRATEGY TO STIMULATE PRIMARY DEMAND. PROCEEDINGS SUPPLEMENT - 1988 ANNUAL MEETING OF THE TRANSPORTATION RESEARCH FORUM, TORONTO, ONTARIO, CANADA, NOVEMBER 9-11, 1988
This paper discusses marketing techniques used to examine the potential for air small package express (SPE) sector sales to purchasing agents and presents a strategy for reaching purchasing agents and satisfying their transport needs. It is concluded that, for air SPE, targeting a marketing strategy at purchasing agents would appear to have considerable merit. Research findings based upon two national air cargo surveys of purchasing agents and traffic managers confirm that most consignee (destination) plants use SPE services and that usage is growing. The potential appears sufficient for a concentrated marketing campaign targeted at freight receivers and in particular aimed at plant purchasing agents. Purchasing agents can be reached through generally the same promotional media which apply to the traffic managers. Carriers can also address purchasing agents with the same basic message applicable to traffic managers. The task fundamentally encompasses a bigger commitment to seek out buyer potential rather than overemphasizing sales to origin traffic managers.
- This paper was inadvertently left out of the Journal of the Transportation Research Forum containing the papers from the 1988 Annual Meeting. It appears at the end of the 1988 Proceedings Supplement.
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- Stephenson, F J
- VANN, J W
- Publication Date: 1989
- Features: Tables;
- Pagination: 19 p.
- TRT Terms: Air cargo; Marketing; Purchasing
- Old TRIS Terms: Small package express; Strategy
- Subject Areas: Aviation; Freight Transportation; Highways; Society;
- Accession Number: 00491781
- Record Type: Publication
- Files: TRIS
- Created Date: Mar 31 1990 12:00AM