Railroad Marketing Railway Systems and Management Association Soft Cover 1984

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Railroad Marketing Railway Systems and Management Association Soft Cover 1984

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RailroadTreasures offers the following item:  Railroad Marketing Railway Systems & Management Association Soft Cover 1984  Railroad Marketing Railway Systems & Management Association Soft Cover 1968 180 pagesFive years ago at a RSMA Conference on Marketing the attendance was relatively sparse and the questions evidenced an atmosphere of bewilderment concerning modern marketing techniques and their application to railroads. But now, it appears that the railroad industry has made considerable progress in a short time, and I was impressed not only with the number that were present but with the titles which designated the responsibilities that the participants have.I deeply believe that marketing is a major management key to each railroad’s progress in service and in profit improvement, as well as in return on investment (ie, R.O.I., the king). It also appears that marketing is the spur to progress in many other areas which it affects directly and indirectly in the operating and control areas of investment. Thus it seemed appropriate to design the conference to include discussion of each of the major staff and line functions involved in transportation marketing.In order to cover this broad subject with an exchange of information by panel speakers who have been successful in railroad marketing, we felt it necessary to include the experience of railroads in other parts of the world, and we were delighted that so many people from outside the U.S.A. were with us. But in setting up the meeting, we felt that we must first include a review of the context of customer systems logistics planning within which the railroads are working in the freight field today. For this review we wanted to turn to the experts in that field, shipper customers who can give some very pointed comments on what they need from the railroads.Next, we felt that we should review the individual functions that are basic to a successful railroad marketing organization and program. Therefore, discussions were planned for market management, market research, equipment planning, service planning, pricing services, sales, and two functions under the term “promotion,” ie, advertising and industrial development. This review concluded, very interestingly, with a broad review of a particular European railroad approach to railroad marketing and with a study on containerization.Now another major area of management related to marketing appeared appropriate for inclusion at this meeting. The simple comment “No Management Information, No Management” led us to the important matter of the internal information services needed for marketing management.For scheduling reasons, this subject was planned as a workshop. Similarly, we were very much concerned with the problems that the railroads are facing in the matter of order receipt, order processing, and initial data input into these information systems. We even harkened back to the example of the telephone company which used to have an order taker who said “Number please?” when you called. But now they have found ways, because it helps us with better service, to have the customer dial the basic data input. Therefore, we believe it appropriate at this seminar to open up the thinking on this whole matter of order receipt, order processing and basic data input. This subject was also scheduled as a workshop.Since railroads are finding that they must sell their service to logistic specialists, we thought that the seminar should discuss methods of exploiting the marketing programs with “proposal selling.” Proposal selling is a technique that speaks about customer interests as it communicates directly to the people who buy transportation and other logistic services, at the appropriate level of customer management. So, we arranged for coverage of “proposal selling” in a third workshop.Finally, it seemed appropriate that there be a broad review of the importance and aspects of foreign trade for railroads.One of the benefits of being the moderator of this program was the chance to inject a comment here or there. So, very briefly I would like to discuss two basic subjects: (1) railroad marketing as part of railroad management, and (2) rail-highway containerized freight.
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