ERIC Number: ED280325
Record Type: RIE
Publication Date: 1985-Dec
Reference Count: 0
Market Segmentation: An Instructional Module.
Wright, Peter H.
A concept-based introduction to market segmentation is provided in this instructional module for undergraduate and graduate transportation-related courses. The material can be used in many disciplines including engineering, business, marketing, and technology. The concept of market segmentation is primarily a transportation planning technique by which the needs of a specific locale or population are systematically determined and compared to existing services within the same locale to identify unmet transportation needs. The unmet needs are used as the basis for targeting new or modified services. A series of steps for segmenting a region or population are outlined, and problems and issues that arise throughout the process are discussed. To illustrate the market segmentation approach, characteristics of various segments (e.g., commuters, transportation handicapped) are discussed, as well as major issues involved in transportation for different groups. Identifying market segments and their needs often involves data collection from various sources, including regional/local planning data and social service agencies. To assess existing services, operational characteristics may be studied as well as cost effectiveness measures. An eight-page bibliography is appended. (SW)
Descriptors: Adoption (Ideas), College Instruction, Engineering Education, Graduate Study, Higher Education, Innovation, Instructional Materials, Marketing, Needs Assessment, Public Administration Education, Public Facilities, Research Utilization, Technology Transfer, Theory Practice Relationship, Transportation, Undergraduate Study, Urban Planning, Use Studies
West Virginia University, Transportation Education Project, 2945 University Avenue, Morgantown, WV 26506.
Publication Type: Guides - Classroom - Teacher
Education Level: N/A
Audience: Teachers; Practitioners
Sponsor: Urban Mass Transportation Administration (DOT), Washington, DC.
Authoring Institution: West Virginia Univ., Morgantown. Technology Education Program.
Note: For related documents, see HE 020 138-144.