THE MARKETING INSTITUTE - NICHE MARKETING: OPPORTUNITIES FOR INCREASING SHORT- AND LONG-TERM TRANSIT RIDERSHIP

In order to better understand niche marketing strategies, four niche efforts were investigated. The results of the study are presented in this report. The analyses presented are descriptive; the intent is to identify the general characteristics of transit users' evaluations of niche transit marketing strategies and their impact on transit use. More detailed data analyses procedures will provide specific interpretations that are beyond the scope of this report. These efforts will be undertaken with the intent of publishing the findings in appropriate journals. The four samples were drawn in metropolitan areas that have established area transit programs. Sample one represents mid-sized southeastern city where the local economy is dominated by multiple state universities and government offices. Sample two is from a large southeastern city whose economy is dominated by service and military operations. Samples three and four are from different, very large, Midwestern cities that have diversified economies.

  • Record URL:
  • Corporate Authors:

    Florida State University, Tallahassee

    Marketing Institute, College of Business
    Tallahassee, FL  United States  32306

    Federal Transit Administration

    1200 New Jersey Avenue, SE
    Washington, DC  United States  20590
  • Authors:
    • Mustard, W A
    • Cronin Jr, J J
    • BRADY, M
  • Publication Date: 1998-10

Language

  • English

Media Info

  • Features: Appendices; Tables;
  • Pagination: 56 p.

Subject/Index Terms

Filing Info

  • Accession Number: 00765302
  • Record Type: Publication
  • Source Agency: Federal Transit Administration
  • Report/Paper Numbers: NUTI3-FSU-4
  • Files: NTL, TRIS, USDOT
  • Created Date: Jun 11 1999 12:00AM