Marketing Urban Mass Transit A comparative study of management Strategies by Lew

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Marketing Urban Mass Transit A comparative study of management Strategies by Lewis M. Schneider. Assistant Professor of Business Administration Harvard University

217 pages

Hard Cover

Contents

1..Introduction 1The Mass Transportation Problem . . . Existing Urban Mass Transit Studies . . . Scope of This Study: The Evaluation of Transit Management's Marketing Strategies; The InterrelationBetween Marketing and Political Strategy; The Question of Formal Organization . . . Limitations of This Study . . . Methodology and Organization: Sources of Information; Outof the Book . . . Importance of This Study; Timeliness; Information; Analysis and Recommendations
2..The Mass Transportation Industry: Past and Present . .12A Short History of Urban Mass Transit . . . The Urban Mass Transit Industry Today: Measures of Size and Scale; Measures of Patronage, Revenue, and Profits of Large Urban Mass Transit Companies . . . The Demand for Urban Mass Trans: Purpose of the Trip; Timing of Mass Transit Trips; Trip Destinations . . . The Mass Transit Company: A FuncDescription . . . Summary
3..The Environment of Strategy 35A Model for the Analysis of Transit Management Strategy: Indirect External Pressures; Direct External Pressures; ManStrategy; Formal Organization and the Flow Chart . . . Indirect External Pressures: Importance of These Pressures; Population; Changes in Land Use; Urban Renewal vs. Decen; Topography; Changes in Employment and RecreaPatterns; The Impact of the Automobile . . . The Government as an External Indirect Pressure: The Highway Program; Promotion of Commuter Railroads . . . Summary
4..Direct External Pressures and Management Strategy . . .51Introduction . . . Government Pressure and Political Strategy: Government Promotion; Government Regulation; Government Pressure . . . Labor Pressure and Management Strategy: Labor Pressure; Labor Strategy of Transit Management . . . Recruitand Executive Development . . . Financial Strategy . . .

xContents

Technological Developments and Transit Strategy: TechnologiPressures; Research and Development-Transit Industry Cooperation . . . Consumer Demand and Marketing Strategy: Importance of Marketing Strategy; Price Policy; Promotion and Public Relations; Market Research Policy; Product PlanPolicy . . . Summary

5..Expressway Bus Service 84Introduction . . . Los Angeles Metropolitan Transit Authority: The West Valley Freeway Flyer . . . Chicago Transit Authority: Express Bus Service on the Northwest Expressway ... Cleveland Transit System: Extension of an Expressway Bus Route . . . Philadelphia Transportation Company: Expressway Bus Service to Ardmore . . . Patronage and Profitability of Expressway Bus Routes . . . Marketing Strategy: Price Policy; Market Research Policy; Promotion Policy; Product Planning Policy . . . Political Strategy . . . Formal Organization . . . Summary
1..Rail Rapid Transit 116Introduction . . . Chicago Transit Authority: The Congress Service . . . Metropolitan Transit Authority: The Highland Branch . . . Cleveland Transit System: The Cleveland Rapid . . . Philadelphia Transportation Company: Introduction of New Rapid Transit Equipment .. . Patronage and Profitability of Rapid Transit Routes . . . Rapid Transit Marketing Strat: Pricing Policy; Market Research Policy; Promotion Policy; Product Planning Policy; A Proposal for Modern Rapid Transit . . . Political Strategy: Initial Financing and Design of Rapid Transit Facilities; Financing Rapid Transit Extensions; The Transit "Image" and Political Support . . . Formal Organiza.. . Summary
2..Conclusions and Recommendations 167Introduction . . . The Mass Transit Industry: Patronage and Financial Trends . . . External Pressures Confronting Mass Transit ... Internal Strategies of Transit Management . . . The Results of Marketing Strategy: Patronage; Profitability . . . An Evaluation of Management's Marketing Strategy; Price Policy; Market Research Policy; Promotion Policy; Product Planning Policy . . . The Interrelationship Between Marketing and PolitiStrategy . . . Formal Organization . . . Recommendations: Urban Planners; Public Administrators; Transit Industry
3..Appendix: Questionnaire 195
4..Bibliography 201
5..Index 211

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