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原文传递 Handbook: Using Market Segmentation to Increase Transit Ridership

题名：	Handbook: Using Market Segmentation to Increase Transit Ridership
作者：	Elmore-Yalch, R.
关键词：	Public transportation##Marketing##Transportation planning##Transportation management##Handbooks##Market segmentation##
摘要：	This handbook will be of interest to transit managers, marketing professionals, planners, and others interested in the potential implementation of market segmentation strategies to increase transit ridership. This handbook provides an overview of market segmentation--what it is and why it is relevant to public transit agencies. It serves as an introduction for managers to the basic concepts and approaches of market segmentation and provides steps and procedures for marketers or market researchers who have the responsibility for implementing a market segmentation program. The handbook places special emphasis on issues that must be addressed when using market segmentation, procedures and terminology that one may encounter in connection with segmentation, problems likely to arise in implementing segmentation studies, ways to encourage the use of market segmentation at transit agencies, and methods to translate segmentation findings into strategy.
总页数：	210
报告类型：	科技报告