MARKETING WATERBORNE TRANSPORTATION

The paper first defines the nature and scope of the waterway system with an emphasis on the necessity of adequate surface modes of transportation as a factor in riverport location. This is done in order to stress the fact that riverports should be considered as transfer points rather than terminals in developing a marketing strategy. The use of the transfer point concept emphasizes the fact that waterborne transportation is part of a distribution system rather than an isolated, self-contained mode. This point is used to develop the proposition that a systems approach is the most logical method for developing the proper marketing channels. In this connection, the paper develops the concept that marketing water-borne transportation is a long-term strategic plan rather than a short-term tactical decision. In other words, you must have a package to sell rather than a single mode of transportation. The paper then develops the general components of the package in terms of the physical, service and organizational facilities that are necessary for a community to market waterborne transportation. There is also a discussion of the procedures that seem to be best suited for effective presentation and implementation of the package. The paper concludes with case examples and recommendations for improving the waterborne transportation market environment.

  • Supplemental Notes:
    • Proceedings of Second International Waterborne Transportation Conference, October 5-7, 1977, New York City. Available April, 1978, approximately 750 pages. Cost: to ASCE members $15.00; non-members $30.00.
  • Corporate Authors:

    American Society of Civil Engineers

    345 East 47th Street
    New York, NY  USA  10017-2398
  • Authors:
    • Hendrix, F L
  • Publication Date: 1977

Subject/Index Terms

Filing Info

  • Accession Number: 00170789
  • Record Type: Publication
  • Source Agency: American Society of Civil Engineers
  • Report/Paper Numbers: Proceeding
  • Files: TRIS
  • Created Date: Mar 14 1978 12:00AM