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MARKETING ETC : PLANNING FOR SUCCESS.
| 题名： | MARKETING ETC : PLANNING FOR SUCCESS. |
| 作者： | Williams-Wendy-W |
| 关键词： | automated-toll-collection; marketing- |
| 摘要： | The rapid introduction and expansion of electronic toll collection (ETC) across the U.S poses challenges and opportunities for the PUB Published by: lic or private agency. Generally, the operator of the ETC equipped facility has come from a world unfamiliar with the principles of marketing. The high-tech nature of ETC, and the PUB Published by: lic's initial suspicion concerning such innovation creates an atmosphere that requires (a) education of the developer and implementing agency, (b) careful planning, (c) precise data gathering (d) in depth understanding of the market factors, and (e) targeting the market with a sniper rifle and not a shotgun. All successful ETC programs have created a marketing plan, crafted to meet the goals and objectives of the implementing agency. A successful marketing plan has several elements and takes some time to create. First and foremost the goals and objectives must be clearly defined and achievable in the required time frame. Second, market definition, segmentation and demographics combine to aid in developing the 'aim points' for the campaign. Third, project operational procedures have to be created with the customers' comfort and ease in mind. Finally, and perhaps the over-arching consideration, is an understanding of the target market's view and acceptance of high-tech innovation. Successfully marketing ETC does not necessarily mean spending a lot of money. Marketing ETC successfully, means spending adequate money wisely. A marketing plan that is carefully built and that applies critical experience factors from previous ETC system implementations will contribute greatly to the success of the project. A poorly conceived marketing plan, one that ignores tried and true principles, can seriously hinder the project. |
| 总页数： | ITS America. Meeting (8th : 1998 : Detroit, Mich.). Transportation technology for tomorrow : conference proceedings. 1998. pp10 |
| 报告类型： | 科技报告 |
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