STARTING THE TRANSIT INDUSTRY ON A SEARCH FOR AFFLUENT MARKETS

This paper describes the logic behind the design of a state- level government program to assist the transit industry in the adoption of marketing practices. Marketing is seen as essential, given the awkward standing of transit in the travel market and the tentative nature of its political support. In marketing, the diffusion of innovation model postulates that the industry will accept marketing practices in a series of stages. Each stage, while growing less experimental, will draw new adhents who need increasing experimental, will draw new adherents who need increasing earlier stage. The opportunity for government is to manage this process by creating the material and environment that stimulate the maximum participation of those in transportation who are able to move in each stage. The emerging California Department of Transportation program, tailored to the existing stage of early adopter behavior, is to highlight the concept of market segmentation and its corollary strategy of offering specialized services at different fares to distinct affluent groups indentified by market research. /Author/

Media Info

  • Media Type: Print
  • Features: Figures; References;
  • Pagination: pp 9-13
  • Monograph Title: Transit marketing
  • Serial:

Subject/Index Terms

Filing Info

  • Accession Number: 00142359
  • Record Type: Publication
  • Files: TRIS, TRB
  • Created Date: Mar 30 1981 12:00AM