TRANSIT MARKETING MANAGEMENT HANDBOOK: MARKETING ORGANIZATION

The findings are presented of an evaluatory study of the effectiveness of alternative organizational structures and its ultimate impact on the quality of service provided. The study also included an examination of the marketing function in certain non-transit organizational structure which are potential applicable and transferable to the transit industry. Marketing as it pertains to the transit industry is discussed, and the state-of-the-art of market ing in the mass transit industry is reviewed. Guidelines and a checklist are pvoded for evaluating the nature of a transit system's marketing structure, capabilities, and orientation. The four basic ways (product or service; market territory; by market customers; and function) a marketing unit may be organized are detailed, and the functional discriptions of organizational units and descriptions for marketing staff positions ar presented. After the evaluation process, the actual reorganization process is accomplished in 4 interrelated steps: planning; initial implementation; transition; and full operation. Three distinct levels of formal planning are employed by most large commercial firms. They are: policy planning; program planning; and implementation planning. The organizational structure, functional descriptions and position descriptions are prepared and approved during the initial implementation step. The transition step of the reorganization proceeds simultaneously on two fronts: operation of the new marketing department commences and the reorganization process continues. The full operation step of the reorganization process begins upon final approval by the marketing reorganization committee.

  • Corporate Authors:

    Urban Mass Transportation Administration

    400 7th Street, SW
    Washington, DC  USA  20590
  • Publication Date: 1975-11

Media Info

  • Features: Appendices; Figures; References;
  • Pagination: 86 p.

Subject/Index Terms

Filing Info

  • Accession Number: 00134642
  • Record Type: Publication
  • Files: TRIS, USDOT
  • Created Date: Jun 23 1981 12:00AM