This handbook presents the basic components of a marketing program and provides specific examples of promotional tools and campaign ideas. Statistical findings are presented which provide an objective basis for decisions regarding the effectiveness of marketing strategies and promotional campaigns, and facilitiates the identification of service requirements and media preferences within the transit market. The data could also be used for future research. Alternative strategies (undifferentiated, differentiated and concentrated marketing), market research and market segmentation are covered, as well as customer services/ public relations, service development, and promotional strategies. Other aspects considered here include: increasing public awareness, reinforcing positive attitudes of current riders, encouraging a modal switch away from the automobile, promoting new services, facilities and conveniences, and measures of marketing effectiveness. Demand for transit among the elderly, blue collar and white collar females, housewives, blue and white collar males are also considered.

  • Availability:
  • Supplemental Notes:
    • This report was prepared in cooperation with the Department of Transportation, Urban Mass Transportation Administration.
  • Corporate Authors:

    Texas Transportation Institute

    Texas A&M University System, 1600 E Lamar Boulevard
    Arlington, TX  United States  76011

    Texas State Department of Highways & Public Transp

    P.O. Box 5051
    Austin, TX  United States  78763
  • Authors:
    • Hatfield, N J
    • Bovey, S I
    • Guseman, P K
  • Publication Date: 0

Media Info

  • Features: Figures; Photos; Tables;
  • Pagination: 39 p.

Subject/Index Terms

Filing Info

  • Accession Number: 00170921
  • Record Type: Publication
  • ISBN: Study 2-10-76-1052
  • Report/Paper Numbers: UMTA-TX-09-8002
  • Created Date: May 18 1981 12:00AM