MARKETING URBAN TRANSIT

MASS TRANSPORTATION IS A MISNOMER, BECAUSE IT ASSUMES A HOMOGENEOUS CLIENT PROFILE AND DEMAND, WHEREAS IN FACT THE CLIENTS OF TRANSIT SYSTEMS ARE HETEROGENEOUS IN INCOME, TRAVEL REQUIREMENTS, AND OTHER CHARACTERISTICS. THREE GOALS OF TRANSIT SYSTEMS SHOULD BE TO REDUCE RELIANCE ON THE AUTOMOBILE, TO TAILOR THE TRANSIT PRODUCT TO THE TRANSIT MARKET, AND TO REDUCE THE NEED FOR USE OF THE TRANSPORTATION SYSTEM. IT IS ARGUED THAT TRANSPORTATION ECONOMICS IS A FUNCTION OF URBAN ECONOMIC HEALTH, AND THAT A HEALTHY CITY NEED NOT SUBSIDIZE ITS TRANSPORTATION SYSTEM. IMAGINATION AND FLEXIBILITY WILL PROVIDE A CITY OR REGION WITH THE TRANSPORTATION MIX THAT SUITS ITS NEEDS. CITIZEN ACTION AND GOOD TRANSPORTATION MANAGEMENT ARE ESSENTIAL TO TRANSFORM THE TRADITIONAL PRODUCTION-ORIENTED INDUSTRY INTO A MODERN CONSUMER-ORIENTED SERVICE INDUSTRY.