MARKETING TECHNIQUES AND THE MASS TRANSIT SYSTEM

THIS REPORT, A TRANSIT INFORMATION AND MARKETING STUDY, WAS PERFORMED WITH TWO OBJECTIVES IN MIND: (1) TO IDENTIFY MARKETING AND INFORMATION TECHNIQUES BEING USED SUCCESSFULLY BY MASS TRANSIT SYSTEMS TO INCREASE PATRONAGE AND TO MAKE THEIR SYSTEMS MORE ACCESSIBLE TO THE PUBLIC, AND (2) TO DEVELOP A MODEL FOR EVALUATING TRANSIT INFORMATION AND MARKETING SYSTEMS AND TO DEVELOP METHODS TO INCREASE THE EFFECTIVENESS OF THESE SYSTEMS. THREE METHODS WERE USED TO GATHER THE INFORMATION IN THIS REPORT: A LITERATURE SEARCH, A WRITTEN QUESTIONNAIRE TO TRANSIT SYSTEMS, AND VISITS TO FIVE CITIES FOR PERSONAL INTERVIEWS WITH TRANSIT SYSTEM OFFICIALS. THIS STUDY DESCRIBES A NUMBER OF EFFORTS BEING MADE IN VARIOUS PLACES TO OVERCOME THE PROBLEMS CONFRONTING TRANSIT SYSTEMS. THE MAIN PROBLEMS ARE FOUND TO BE COMPETITION WITH OTHER TRANSIT MODES (ESPECIALLY AUTOMOBILES), INCREASING COSTS, AND COMMUNICATION BARRIERS BETWEEN THE TRANSIT SERVICE AND THE PUBLIC. RECOMMENDATIONS ARE MADE AND AREAS WHERE FURTHER WORK AND RESEARCH MAY BE USEFUL ARE SUGGESTED. THE REPORT IS DIVIDED IN TEN CHAPTERS ARRANGED IN THREE SECTIONS: MARKETING CONCEPTS, MARKETING IN FIVE SELECTED TRANSIT SYSTEMS, AND A SYSTEMATIC MARKETING EVALUATION MODEL. A COMPANION HANDBOOK TO THIS REPORT INCLUDES SPECIFIC EXAMPLES OF ADVERTISEMENTS AND PROMOTIONAL PAMPHLETS FOR USE BY ALL MEDIA.

  • Supplemental Notes:
    • Contract DOT-UT-533 UMTA-DC-06-0020-73-1
  • Corporate Authors:

    National Urban League, Inc

    ,    

    Mark Battle Associates

    1019 19th Street, NW
    Washington, DC  USA  20036
  • Publication Date: 1973-7

Media Info

  • Pagination: 116 p.

Subject/Index Terms

Filing Info

  • Accession Number: 00202099
  • Record Type: Publication
  • Source Agency: Urban Mass Transportation Administration
  • Report/Paper Numbers: Final Rept
  • Files: TRIS, USDOT
  • Created Date: Apr 20 1974 12:00AM