1. A comprehensive process to induce greater use of (transportation) services or products by determining the needs or demands of the community and potential consumers, developing and implementing service on the basis of these needs, pricing the service, promoting the services, and evaluating the services as implemented in relation to consumer needs and marketing goals. 2. In some organizations the marketing function is defined more narrowly as market research, pricing (fare) structure, image development (e.g., logo and color scheme), information services (e.g., route maps and schedules), advertising, and promotional efforts. (TRB)