MIT1_258JS10_lec13

MIT1_258JS10_lec13 - verview of Transit Marketing Overview...

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Unformatted text preview: verview of Transit Marketing Overview of Transit Marketing By Karla Karash arch 18 2010 March 18, 2010 Presentation Content Presentation Content Discussion: How to market public transportation? Definition of Marketing The Marketing Process Market Research Techniques esign of Service and Marketing Pla Design of Service and Marketing Plan Marketing to Consumers and Businesses Measuring Ridership and Customer Satisfaction Results Final Comments Marketing and Market Research in Public Transportation 3/18/10 2 How to Market Public Transportation? How to Market Public Transportation? Marketing and Market Research in Public Transportation 3/18/10 3 Definition of Marketing Definition of Marketing Those actions that help bring together customers and products or services, cluding market research into customer needs, image marketing, custome including market research into customer needs, image marketing, customer information, and measurement of customer satisfaction. Marketing is so basic that it cannot be considered a separate function... It is the whole business seen from the point of view of its final result, that is, from the customers point of view. PETER DRUCKER A ... goal for the marketing is to aim to maximize Consumer satisfaction. The marketers task is to track changing consumer wants and influence the companyto ad just its mix of goods and services to those that are needed. The marketer makes sure that the company continues to produce value for the target customer markets. HILIP KOTLER PHILIP KOTLER Marketing and Market Research in Public Transportation 3/18/10 4 The Marketing Process The Marketing Process Marketing and Market Research in Public Transportation 3/18/10 5 Goals Idea (new route, fare, service marketing approach) Other idea sources Customer purchase decision Customer comments/ customer satisfaction ideas from peers Market Research: Gather data on market (from customers, available data, market research) CREDIT CARD 1233 5673 8765 9876 www.Bankname.com VALID FROM UNTIL END MONTH/YEAR 05/10 MONTH/YEAR 05/15 CARD HOLDER NAME Bankname Implement plan with improvements and communication Develop marketing plan Develop service plan service design promotion, & support g o a l s , s e r v i c e d e f i n i t i o n , s a l e s a p p r o a c h Figure by MIT OpenCourseWare. The Marketing Process The Marketing Process Marketing and Market Research in Public Transportation 3/18/10 6 Goals Idea (new route, fare, service marketing approach) Other idea sources Customer purchase decision Customer comments/ customer satisfaction ideas from peers Market Research: Gather data on market (from customers, available data, market research) CREDIT CARD 1233 5673 8765 9876 www.Bankname.com VALID FROM UNTIL END MONTH/YEAR 05/10 MONTH/YEAR 05/15 CARD HOLDER NAME Bankname Implement plan with improvements and communication Develop marketing plan Develop service plan service design promotion, & support g o a l s , s e r v i c e d e f i n i t i o n , s a l e s a p p r o a c h Figure by MIT OpenCourseWare. Market Research: Secondary Data Sources...
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This note was uploaded on 12/06/2011 for the course ESD 11.380j taught by Professor Fredsalvucci during the Fall '02 term at MIT.

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MIT1_258JS10_lec13 - verview of Transit Marketing Overview...

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