APPLICATION OF THE MARKETING CONCEPT IN A DIFFUSED ENVIRONMENT - A PUBLIC ENTERPRISE ACTIVITY IN PHILADELPHIA 1955 TO 1968

AN ARGUMENT IS PRESENTED THAT THE MARKETING CONCEPT CAN BE APPLIED IN A DIFFUSED ENVIRONMENT, EVEN AS COMPLICATED AN ACTIVITY AS URBAN TRANSPORTATION IN A COMPLEX METROPOLITAN AREA WITH SEVERAL ORGANIZATIONS PRODUCING SERVICES. THIS CONCEPT WAS ASSOCIATED WITH THE GOALS OF THE ADMINISTRATION OF RICHARDSON DILWORTH AS MAYOR OF PHILADELPHIA IN JANUARY, 1956. IT WAS RECOGNIZED THAT REGIONAL GOALS HAVE TO BE CONSIDERED IN URBAN TRANSPORTATION PROGRAMS EVEN THOUGH THERE IS NO EXPLICIT REGIONAL GOAL-SETTING ORGANIZATION. MAJOR URBAN TRANSPORTATION DECISIONS COULD NOT BE MADE ALONE BECAUSE A DECISION ON A MAJOR ISSUE WOULD AFFECT SUBURBS AND VICE VERSA. DECISIONS AFFECTING ONE MODE OF TRANSPORTATION IN A CORRIDOR COULD NOT BE MADE UNLESS THEY WERE CONSONANT WITH DECISIONS MADE FOR OTHER MODES. THE INITIAL REGIONAL PLANNING WORK WAS DONE UNDER A TRANSPORTATION PLANNING AGENCY, THE PENNJERSEY TRANSPORTATION STUDY, WHICH WAS ESTABLISHED BY CONTRACT AND SUPPORTED BY ONE AND ONE-HALF PERCENT HIGHWAY PLANNING MONEY. ONE SPECIFIC GOAL OF THE URBAN TRAFFIC AND TRANSPORTATION BOARD WAS THE SUGGESTION THAT THE COMMUTER RAILROAD (SUBURBAN SERVICE) PASSENGERS SHOULD BE INCREASED BY 33 PER CENT. THIS GOAL WAS ESTABLISHED BY DETERMINING A LOGICAL ASSIGNMENT OF THE TRIPS THAT COULD BE EXPECTED TO BE MADE TO THE CENTRAL BUSINESS DISTRICT AT THE END OF THE DECADE IF THE CITY FOLLOWED A CONSISTENT SET OF DEVELOPMENTAL POLICIES. THE MARKETING PROGRAM PRODUCED 26 PER CENT MORE PEOPLE RIDING ON THE SUBURBAN RAILROAD SYSTEM IN 1968 THAN THERE WERE IN 1958. MARKETING CONCEPTS, WHEN APPLIED IN SUCH A DIFFUSED STRUCTURAL ENVIRONMENT AND BY WEAK GOVERNMENT STRUCTURE, PRODUCED SIGNIFICANT RESULTS IN RIDERSHIP ON SUBURBAN RAILROADS IN PHILADELPHIA.

  • Supplemental Notes:
    • 27 Pp, 1 TaB, 27 REF
  • Corporate Authors:

    Northwestern University, Evanston

    Transportation Center, Leverone Hall
    Evanston, IL  USA  60201
  • Authors:
    • Bailey, J A
  • Publication Date: 1969-12

Subject/Index Terms

Filing Info

  • Accession Number: 00200386
  • Record Type: Publication
  • Files: TRIS
  • Created Date: May 4 1970 12:00AM