MARKETING THEORY AND URBAN TRANSPORTATION POLICY

Abstract

A popular theme in urban transportation policy is transportation demand management, or TDM. This policy is in response to years of trying to solve urban travel problems by increasing the (e.g., roads) to meet an ever-accelerating demand. As evidenced by the congestion and pollution problems in today's cities, the supply policy is not working. TDM focuses on managing and changing travel demand patterns. Increasing the use of mass transit, encouraging housing selection that is closer to work, making it easier to work at home on a personal computer, facilitating vanpools, and developing electronic shopping options are all TDM strategies. TDM, if anything, involves changing consumer behavior in regard to travel and travel-related choices. Three conceptual and theoretical perspectives in marketing are outlined (services marketing, cultural aspects of consumption, and reinforcement theory), and suggestions are made for significantly enhancing this task.

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