CHARACTERISTICS OF THE MARKETING SYSTEM OF TRANSPORT COMPANIES

Petar Gadzhev

Scientific paper ID 1627 : 2018/3

CHARACTERISTICS OF THE MARKETING SYSTEM OF TRANSPORT COMPANIES

Petar Gadzhev

Marketing in the field of transport is characterized by a number of peculiarities, different from the marketing of other services and the marketing of industrial and consumer goods. These differences are caused by the ”production and realization” of the transport service (transport) and the transport market. Due to the peculiarities of the marketing of the transport service, account should be taken of the marketing system of the transport company. It s: analysis of the external environment of the transport company, marketing research of the market, analysis of the internal environment of the transport company, segmentation of the market and selection of target market segments, development of a plan (program or complex) of the marketing of the transport company planning of the range of goods and services, planning the goals and developing pricing policy, planning of sales, demand formation and sales promotion, advertising and presentation of goods and services on the market. The development of the marketing plan for different companies can take place with different completeness and duration of the planning horizon. As a rule, large companies develop two types of plans: strategic (for several years) and tactical (current) for up to one year. In the transport sector, when dealing with specific tasks (e.g. development of suburban passenger transport), operational (seasonal) marketing plans are being developed.

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маркетинг на транспортно предприятие; система на маркетингова дейностMarketing of a transport company; system of marketing activityPetar Gadzhev

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