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CHAPTER 1 Six Steps in a Market-Based Strategy for Improving Airport Ground Access The airport manager faces a wide variety of challenges in the creation of a successful ground transportation strategy, which almost certainly will comprise several separate services to respond to the needs of several separate market segments. This chapter reviews the key steps for improving public transportation access to U.S. airports and presents some information that is further devel- oped in later chapters. Six steps are in the process outlined in this chapter: 1. Establish the public policy goals for airport ground access (a theme that is further developed in Chapter 2). Form the collaborative effort that will be needed for implementation. Understand the travel behavior of the longer distance traveler. 2. Undertake the program for data gathering and system monitoring (a theme that is further developed in Chapter 6). Design the survey to reveal key market characteristics. Emphasize accurate geography and market segmentation for both air passengers and airport employees. 3. Understand the markets revealed and their relationship to candidate solutions (a theme that is further developed in Chapter 6). Understand the composition of the overall airport market. Establish the target markets at several levels of trip-end density. Understand the precedents for market support of various modes and services. 4. Design a program of services and strategies for airport ground access (a theme that is further developed in Chapters 3 and 4). Understand the quality attributes achieved by successful services. Match modes with markets. Acknowledge the role for dedicated, higher cost services. 5. Manage the airport to encourage rather than discourage higher occupancy use (a theme that is further developed in Chapter 7). Examine priorities and implications of curbside allocation and pricing. Evaluate the level of amenity experienced by the public mode user. 6. Present the ground access services to the traveler (a theme that is further developed in Chapter 9). Provide basic service description to the users. Develop programs for integrated passenger information and ticketing. 15