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[chapter 10 References ME 1 Hoffman, Alan; "Building New Transit Markets: The Strategic Service Mode! and the Case of the San Diego MTDB;" The Mission Group; May ~ 995. 2 The New York Times METRO section on January 26, ~ 998 ran an article entitled "Gallons and Dollars Match, So Gas Sells Fast," which discusses gas at the lowest price in 2 to 4 years. 3 Rangan, V.K. and B. Isaacson, Harvard Business School Case Study No. 9-594- 125: Scope an`! Challenge of Business-to-Busir~ess Marketing Harvard Business School Publishing, Boston, MA, 1994. 4 Public Technology, Inc., Transit Marketing, Secretariat to the Urban Consortium for Technology Initiatives, Washington, DC' 1978. 5 Beckwith, H., Se Ring the Invisible, a Field Guide to Moclern Marketing, Warner Books, 1997, pp. I 83 and 225. 6 For a theoretical overview of the issues in service marketing, see "Chapter 3: Positioning in the Competitive Service Strategies, in James L. HeskeK' Managing in the Service Economy, Harvard University Press, Cambridge? MA, 1986. 7 Everett, P.B., Applying Services Marketing to Public Transportation, paper presented at ~ 990 Transit Information Exchange Conference, Eugene, OR, May 3, 1990. 8 McKenna, Regis, Relationship Marketing, Successful Strategies for the Age of the Customer, "Chapter 1: Marketing is Everything," Ad~iison-Wesley Publishing Company, Reading, MA, 1991. 9 Northwest Research Group, Inc., A Handboolfor Integrating Market Research Into Transit Management, Phase Interim Report, Transit Cooperative Research Program, Transportation Research Board, Washington, DC, July 1995. Pass is-]

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4 Northwest Research Associates, Inc., A Handbook, Using Market Segmentation to Increase Transit Ridership (TCRP B-99, Transit Cooperative Research Program, Transportation Research Board, Washington, DC, 1997, p. 143. 41 Corey, E. R., Harvard Business School Case Stucly No. 9-589-102: Inclustrial Marketing Strategy - An Overview, Harvard Business School Publishing, Boston, MA, 1989. 42 Ejungren, R.G., The Business-to-Business Direct Marketing Handbook, AMACOM/American Management Association, New York, NY, ~ 989. 43 Thy, R.W., Business-to-Business Direct Marketing: Proven Direct Response Methods to Generate More Leads and Sales, NTC Business Books, Lincol~wood, IL, 1993. 44 Northwest Research Corporation, Using Market Segmentation to Increase Transit Riclershi~A Handbook fTCRP Draft B9 Hanc~bookJ, Transit Cooperative Research Program, Transportation Research Board, Washington, DC, 1997, p. 7. 45 Stein, R., Personal Comments During the March 21' 1996 Project Meeting, Multisystems, Inc., Cambridge, MA, 1996. 46 Downtown Crossing, An Economic Strategy Plan, Boston Redevelopment Authority, Boston, MA, 1983, pp. 23-26. 47 Goldberg, B.A. and T. Emerick, Business to Business Direct Marketing, 2nd ea., Direct Marketing Publishers, Yardley, PA, 1987. '8 Oram, R. I., Transit Marketing: Successes and Failures, Synthesis of Transit Practice 12, Transit Cooperative Research Program, Transportation Research Board, Washington, DC, 1987. 49 Framework for pricing from "Chapter ~ I: The Nature of Pricing" in Alexander Hiam and Charles Schewe's The Portable MBA in Marketing, John Wiley & Sons, New York, 1992. 20 Information from Task 3: Technical Memorandum to the Transit Cooperative Research Program on Project H-7: Funding Strategies for Public Transportation, Price Waterhouse L`LP, Multisystems, Inc. and Mundle & Associates, Inc., July 1996. Actual data from the National transit Database (formerly Section ~ 5 Reports), 1985- 1994, Federal Transit Administration. 21 Hirten, J., Executive Director, RIDES for Bay Area Commuters, Bay Area, CA, Telephone Interview, June 1996. 22 Parkas, A., "Factors of Successful Private-Sector Reverse Commute Services," Transportation Research Record #1402, National Academy of Sciences, Washington, DC, 1994. P8gB 1D-2

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42 Metropolitan Transportation Commission, Impact of the Bay Area Commuter Check Program: Results of Employee Survey, Metropolitan Transportation Commission, Oakland, CA, 1995. 43 "Chek it Out: Washington's Farecard Voucher Program," Mass Transit, September/October 1994. 44 U.S. General Accounting Office, Federal Participation in Transit Benefit Programs, U.S. General Accounting Office, Washington, DC, 1993. 45 Bolick, B., Office of Mobility Management, Indianapolis, IN, Telephone Interview, June 1996. 46 Kawada, K., San Diego Association of Governments, San Diego, CA, Telephone Interview, June 1996. 47 Ham, K., Director, Coronado Transportation Management Association, Coronado, CA, Telephone Interview, June 1996. 48 Evans, J., Director, Miami Beach Transportation Management Association, Miami Beach, FL, Telephone Interview, June 1996. 49 Alcott, R., Phoenix Regional Public Transportation Authority, Phoenix, AZ, Telephone Interview, June 1996. 50 Young, M., Marketing Manager, Pace Vanpool Incentive Program, Chicago, IL, Telephone Interview, June 1996. 51 Schulz, B., Director, Southeast Wisconsin Rideshare, Milwaukee, WI, Telephone Interview, June 1996. 52 Gettam, G., Director, Toledo Share-A-Ride, Toledo, OH, Telephone Interview, June 1996. 53 Campbell, B., Scheduler, Indianapolis Public Transportation Corporation, Indianapolis, IN, Telephone interview, June 1996. 54 Brewer, P., Director, Baltimore County Rideshare Office, Baltimore, MD, Telephone Interview, June 1996. 55 Winters, P., Research Associate, Center for Urban Transportation Research, University of South Florida, Tampa, FL, Telephone Interview, June 1996. 56 Orarn, R.L., MeiroCheck Program, Federal Transit Administration, Washington, DC, 1995. 57 Kosek, C., ;'Business-to-Business Grabs $5 ~ .7 Billion," Advertising Age (OutFront Marketing Supplement), vol. 67, no. 24, June 10, 1996, pp. S-S. 58 Treacy, M. and F. Wiersema, The Discipline of Market Leaders, Addison- Wesley Publishing Company, Reading, MA, pp. 141-157. 59 Anonymous, Advertising Age 's Business Marketing, vol. 80, no. 10, October 1995, p. 17. Boll 10-4

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76 Fitzgerald, K., "Calling Small Business,"AdvertisingAge, vol. 64, no. 13, March 29, 1993, p. 29. 77 Clelarld, K., "MC! Keeps an Open I,ine to Customer Base," Acivertising Age (OulFront Marketing Supplement9, vol. 67, no. 24, June 10, 1996, pp. S-14. 78 Anonymous, Advertising Age 's Business Marketing, vol. 79, no. 10, October 1994, p. 3 1,74. 79 Cespedes, F.V. and I. Cady, Harvard Business School Case Study No. 9-582- 106: MC! Telecommunications Corporation (A), Harvard Business School Publishing, Boston, MA, 1982. 80 Sprint FonCarfd Advertisement, Advertising Age 's Business Marketing, vol. 8l, no. 3, March 1996, back cover. 84 Anonymous, Advertising Age 's Business Marketing, vol. 80, no. 12, December 1995,p.2. 82 Anonymous. "Industry Spotlight on the Travel and Lodging Industry," Advertising Age 's Business Marketing, vol. ~ I, no. 4, April ~ 996, p. 13- ~ 9. 83 Solomon, A., "Holiday Inn Makes Room for Business," Advertising Age (OulFront Marketing Supplemen, vol. 67, no. 24, June 10, 1996, pp. S-7. 84 Anonymous, Share the Ride to SFO Brochure Information, San Francisco International Airport, San Francisco, CA, 1996. 85 Burger, M., "American Among Early Cable Buyers," Mediaweek, vol. 3, no. 49, December 6, 1993, p. 6. 86 Anonymous, "Brit Air $30M Effort Targets Business Class," Advertising Age, vol. 64, no. IS, April26, 1993, p. 12. 87 Anonymous, Advertising Age 's Business Marketing, vol. ~ I, no. 2, March 1 996, p.41. 88 Fisher, C. and J. Lawrence, "Low Prices Alone Won't Fly in Biz Travel," Advertisingilge, vol. 65, no. 19, May 2, 1994, p. 42. 89 Anonymous, "Courting the Executive Traveler," Black Enterprise, vol. 23, no. 8, March 1993, p. 10. 90 Lawrence, I., "Iberia Offers Electronics to Lure Business Fliers," Advertising Age,vol.64,no. 10,MarchS, 1993,p.6. 94 Super Shuttle, Super Shuttle Information Package, Super Shuttle, San Francisco, CA, 1996. Pales

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92 Anonymous, "Reaching Special Travelers," Mediaweek, vol. 6, no. 20, May 13, 1996, pp. S-32. 93 Levere, Ad., `'Continental Airlines is Wooing Elite-Level Frequent Fliers From its Competitors," New York Times, January 2l, 1996, p. D7. 94 Stein, R., Life Insurance Broker, Telephone Interview, August ~ 996. 95 Davidson, J., "Supplemental Medical is no Longer a Backwater," National Unclerwriter, National Underwriter Company, Cincinnati, OH, vol. 99, no. 42, October 16, 1995, pp. 14, 16. 96 Bernier, F., "Marketing to the Closely Held Business," Life & Health Insurance Sales, vol. 13S, no. 7, July 1995, pp. 24-29. 97 Anonymous, "Sales Ideas Worth Sharing," Life & Health Insurance Sales, vol. 137,no. I,May 1994,pp.43-45. 98 Arnott, N., "Change of Policy," Sales anc!Marketing Management, vol. ~ 46, no. 4, April 1994, pp. 56-64 99 Alexander, S., "Marketing to the Closely Held Business," Life & Health Insurance Sales, vol. 13S, no. 12, December 1995, pp. 32-42. 100 Graham, ].R., "How to Make a Winning Year," Life & Health Insurance Sales, vol. 13S, no. I, January 1995, pp. 40-44. 01 Hammonds, K.H., "Oxford's Education," Business Week, no. 3470, April 8, 1994, p. 108. 02 Anonymous, "Market Mix," National Underwriter, vol. 99, no. ~ 0, March 6, 1995, pp. 25, 28+. 103 Anonymous, "New Book Promises to Improve Your Marketing," Life & Health Insurance Sales, vol. 137, no. 12, December 1994, pp. 84-85. 404 Zavidow, C.~., "Insurance Marketers Still Spinning Their Wheels," National Underwriter, vol. 9S, no. 2, June 10, 1994, pp. 13, I S. '05 Kaplan, C.H., "Selling Disability Insurance in a Business Insurance Market," Life & Health Insurance Sales, vol. 137, no. 12, December 1994, pp. 16-25. 406 L`evison, M.D., "Marketing Life and Health Insurance Products," Bankers' Magazine, vol. 177, no. 2, March / April 1994, pp. 38-41 . 407 Hammond, Keith and Sandra [ones, "Good Help Really is Hard to Find," Business Week, April 4, 1994, pp. 100-101. P8gB 10-7

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08 Marine, Anna, "Who Gives What?" U.S. News and World Report, December 4, 1995,pS7. 409 Lewyn, Mark, "Repackaging the Postal Office," Business Week, January 8, 1996, p. 39. '4 Miller, Cyndee, "UNITED STATES Postal Service Discovers the Merits of Marketing," Marketing News, February I, ~ 995. Fisher, Christy, "Postal Service Looks to Stamp Out Woes," Advertising Age, September 12, 1994, p. 4. 442 Hammonds, Keith and Morton D. SosIand, "Even the United Way is Struggling to Make Ends Meet," Business Week, November 5, ~ 990, p. ~ 02. 143 R. Oram and S. Stark, "Infrequent Riders: One Key to New Transit Ri~dership and Revenue," Transportation Research Record, No. 1521, Public Transportation 1996: Planning, Management, Marketing, New Technology, and Safety and Security, Transportation Research Board, Washington, DC, 1996, pp. 37-41. 414 History from James, Marquis and Bessie R. James, Biography of a Bank: The Story of Bark of America, N. T. & S.A., New York, Harper, ~ 954, and Gary Hector, Breaking the Bank: The Decline of BankAmerica, Boston, Little Brown, ~ 988. is Bark of America 1996 Annual Report. 46 Bank of America, Guicle to Writing a Marketing Plan, Wholesale Marketing Services, #5889. 1~7 Press release, "Bank of America Lends $6.6 Billion to Small Business in 10 Western States: BofA Ahead of Schedule to Meet $10.6 Billion Lending Commitment," Los Angeles, April 30, 1997. 148 Press release, "Bank of America Announces Special Small Business Resources, Chat Sessions on AOL Site," San Francisco, May 2, 1997. 449 Press release, "Bank of America Introduced Flexible Financing Product for Small Businesses," Los Angeles, May 5, 1997. 420 Press release, "Bank of America offers Small Business Loan Applications By Telephone," Los Angeles. 424 Kaiser Media Guicle. 422 Kaiser Web page (www.kaiperm.org). 423 HCFA Press Office, National Health Expendituresfor 1995, January 27, 1997. Pagers

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