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CHAPTER 1 Market Segmentation
CHAPTER 2 Segmenting Transit Markets
CHAPTER 3 Using Planning and Research to Segment Markets
CHAPTER 4 Translating Segmentation Findings into Strategy
CHAPTER 5 Enhancing the Value of Market Segmentation
advertising agency's Amtrak and/or approach attitudes average behavior benefit segmentation Boise Caltrans carpool Cautious Drivers Census characteristics choice riders cluster commuters conducted Conjoint analysis consumer cost County customers demographic developed drive Easygoing Alternatives effort example factors Findings into Strategy geodemographic geodemographic segmentation geographic handbook household identified important income individual lifestyle market research market segmentation study marketing mix marketing strategies marketplace measure Milwaukee County mode choice Moreover needs nonriders overall percent Planning & Research positioning potential product or service product usage programs promotional psychographic public transportation questionnaire questions Research to Segment respondents ridden riders and nonriders routes sample scale Segment Markets segmentation analysis segmentation bases segmentation research Segmenting Transit Markets Service Skeptics situation analysis SKIPTO specific survey target markets transit agencies transit ridership Transit System Translating Segmentation Findings Tri-Met trips Upwardly Modals users vanpool variables zip code