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Module 1: Public Transport Marketing and Planning Considerations

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Public Transport Marketing and Planning Considerations – Lesson Summary

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Financing of Public Transportation
Financial Viability of a system is a key element in the provision of public transport services. A commonly cited reason for the poor performance of the bus service is the lack of Financial Resources.

Fares constitute the single largest source of finance for a transit company. The most cost-effective systems are normally those that are required to cover all operating costs through fare box revenue.

Transit Advertising
Transit Advertising is advertising placed in or on modes of public transportation or in public transportation areas. Using this method of advertising, ads can be placed anywhere from on the sides of buses, trains and taxis, to inside subway cars, inside bus stations and near train or bus platforms.

Strategies of Transit Marketing
Branding the system
Marketing for revenue
Reaching all Socio-economic segments
Outreach programs

Rail Transportation
Rail Transport is a means of transferring passengers and goods on wheeled vehicles running on rails, which are located on tracks. In contrast to road transport, where the vehicles run on a prepared flat surface, rail vehicles are directionally guided by the tracks on which they run.
The different types of Rail Transportations are: Suburban Rail, Rapid Rail Transit, Light Rail Transit, and Monorail.

Intermediate Public Transportation
Intermediate Public Transport (IPT) refers to vehicles that work as a supplement to the public transport system by providing first and last mile connectivity to commuters.
Intermediate Public Transport includes all the modes which provide a transport service for a price, filling the gap between private transport and conventional bus transport. Some of the common IPTs are Auto Rickshaws, Cycle Rickshaws, Taxis, Minibus, and Carpools.

Performance Benchmarks for Urban Transport
Service level performance benchmarks have been identified for the following areas of intervention:
Public Transport facilities
Pedestrian infrastructure facilities
Non Motorized Transport (NMT)facilities
Level of usage of Intelligent Transport System (ITS) facilities
Travel speed (Motorized and Mass Transit) along major corridors
Availability of parking spaces
Road safety
Pollution levels
Integrated land use transport system
Financial sustainability of public transport