Marketing Transit Services to Business (1998) / Chapter Skim
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Chapter 9
Chapter 9
Pages 191-200
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From page 191... ...
The original expectation for this research was that private businesses have more experience in marketing to business than do transit agencies, and that studying methodologies from the private sector would be beneficial to the transit industry. However, while there are many innovative concepts being used in the private sector, the project team found examples of marketing-oriented transit agencies using similar approaches.
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From page 192... ...
The ability to assess the customer's needs and to respond to them is an essential prerequisite to a successful business marketing program. Despite the apparent simplicity of this approach, it may represent a shift in perspective for some transit providers.
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From page 193... ...
One key to the success of a number of banking industry leaders has been the integration of the marketing function with banking operations. Product design, quality, and customer satisfaction are, for the most part, linked to the development of a comprehensive marketing strategy.
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From page 194... ...
This type of organizational structure would be unusual in transit, but it is still important that these functions work closely together to ensure that transit service is responsive to the needs of businesses and employees. Even in this age of technology and innovation, the most common advertising techniques are still print ads and broadcast media spots.
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From page 195... ...
DHL, Airborne, and FedEx use advertising to support a sales team for larger companies, direct mail to reach smaller companies costeffectively, informative newsletters to both educate and market, awards for customer support, and new technologies like the Internet and telephone technologies to provide product information and enhancements. Persond Contact Traditional thinking is that in business-to-business marketing, much more so than with consumer marketing, personal contact with the customer is extremely important.
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From page 196... ...
The organization has a staff of "high tech" phone centers and their own trained personnel to provide information on insurance products to potential customers, to set up appointments for sales people to visit, and to send written P - BEG
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From page 197... ...
These groupings are effective because they place experienced users in the position of selling ride-sharing to other business. In another example of the innovative personal selling, the founder of the company Work Family Directions (which markets employee assistance services to business)
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From page 198... ...
noted that his chapter receives at least $4 million in free advertising each season thanks to the NFL/United Way link. In earlier years, the NFL took an active role in training the United Way in more sophisticated marketing techniques, and provided NFL marketing personnel to conduct training and to develop marketing plans for local United Way chapters.
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From page 199... ...
Transit has used comarketing approaches by offering discounts on certain merchants' goods or by merchants providing a discounted transit fare for customers. Advanced fare technologies such as smart cards (which allow transit passes to double as bank debit cards)
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From page 200... ...
Like Kaiser, the special community services that are provided by transit should be seen as part of marketing, and should be promoted so that transit gets appropriate credit. 3EC Transit-to-business marketing offers transit agencies opportunities to add riders and revenue, gain political support, and continue to address mobility, environ~nental, and social issues.
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