Designing Transportation Services: A Marketing Approach

To ensure success, transportation innovations must be carefully designed to satisfy consumer needs and must be implemented with a carefully executed marketing strategy. This paper presents an integrated marketing approach to provide the information necessary for managers, planners and regulators to make strategic decisions with respect to service and marketing strategies. A methodology comprising three phases is described. The design phase uses measures and models of transportation consumer behavior to provide managers with (a) diagnostic information which suggest how best to improve the mix of transportation services and (b) predictions of consumer response needed to evaluate the suggested improvements. The implementation phase sets the marketing mix (service strategy, service availability, fares, advertising, promotions, etc.) and evaluates the success of the implemented strategy in enhancing ridership or in meeting other objectives. The final phase in the process is monitoring service operations and traveler responses on a continuing basis. The remainder of the paper develops these basic concepts with discussions of the managerial issues. Simple examples are given to illustrate the concepts

  • Corporate Authors:

    Transportation Research Forum

    P.O. Box 5074
    Fargo, ND  United States  58105
  • Authors:
    • Hauser, John R
    • Koppelman, Frank S
  • Publication Date: 1977

Language

  • English

Media Info

  • Media Type: Print
  • Edition: Volume XVIII, Number 1
  • Features: Figures; References;
  • Pagination: pp 638-652
  • Monograph Title: Transportation in Transition. Proceedings of the Eighteenth Annual Meeting

Subject/Index Terms

Filing Info

  • Accession Number: 01105415
  • Record Type: Publication
  • Files: TRIS
  • Created Date: Jul 31 2008 1:32PM