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Railroad's Expanding Horizon, The RSMA Soft Cover 1970 Railway Systems & Managem
The Railroads Expanding Horizon RSMA Soft Cover 1970 Railway Systems and Management Association Approx 140 pages
Many people find it easy to become skeptical about all the ballyhoo that is made over the arrival of a new decade. On the other hand, it is not so hard for the railroad marketer to see a lot of significance in both the passing of the sixties and the coming of the seventies.
Ten years have passed since Theodore Levitt nailed the railroads to the wall in his "Marketing Myopia," including our industry among examples of shortsighted commercial management. A great deal has happened in those ten years. Recognizing the value of, and adopting, the marketing concept, many railroads structured their organizations to create the departments and many of the jobs in which those of us at this conference are involved. Pursuing the marketing concept individually and collectively the railroads achieved some major marketing results. Mergers were among the significant contributors of new challenges and opportunities for marketing management. The railroads ran hard during the sixties to keep up with developments resulting from changing market patterns and marketing technology.
Unfortunately, in 1970 we can't sit back on our corporate front porches and reflect on the successes of these past ten years. In the first place some may argue that there haven't been very many successes or that they weren't enough. In the past ten years, we have seen the failure of our industry to turn itself around in terms of sales growth, market share and general financial condition. So marketing's job, if it has begun, is still under way.
Further, as we stand on the threshold of the seventies, we face some real, new challenges. Demographers are making forecasts of changes which will affect the size and shape of our markets significantly. Others foresee technological change occurring at a rate equal to or faster than that we have experienced in the last twenty years. Continued trends toward larger and more diversified companies both in our own industry and among our customer industries are expected to affect both our need for new management styles and new approaches to marketing. Continuation of the information explosion coupled with improved computer efficiency and greater quality and usability of computer-based systems and models are going to provide marketing with new and better tools to do its job. All this will combine to provide a continuing challenge to marketing people in the next decade.
This report of an RSMA conference is the 18th on marketing since the first marketing seminar was held in 1958. The objective of this conference was to bring together working level marketing people in the industry, in order to discuss marketing related developments and ways and means of making marketing programs more effective.
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