Road transportation involves transporting passengers or goods via roads using vehicles like bikes, automobiles, or animals. Marketing management for road transportation involves conducting market research to understand the market and competitors. A brand audit examines a brand's position compared to competitors in terms of strategy, strengths/weaknesses, opportunities/threats, costs, and strategic issues. The marketing process includes developing strategies and plans, allocating budgets, implementing programs, monitoring success, and conducting research. Road transportation is important for economic development as it facilitates trade, commerce, and social interaction.

1. MARKETING MANAGEMENT
OF ROAD TRANSPORTATION
ASWIN HERBERT

2. Introduction
Road transportation is the transport of passengers or goods
on roads. This transport method can be via bike or
automobiles or by animal such as horse or oxen. Standard
networks of roads were adopted by Romans, Persians.
Transport on roads can be roughly grouped into the
transportation of goods and transportation of people. In
many countries licensing requirements and safety
regulations ensure a separation of the two industries.
The nature of road transportation of goods depends, apart
from the degree of development of the local infrastructure,
on the distance the goods are transported by road, the
weight and volume of an individual shipment, and the
type of goods transported.

3. Definition
Marketing is defined by the American Marketing Association as "the
activity, set of institutions, and processes for creating, communicating,
delivering, and exchanging offerings that have value for customers,
clients, partners, and society at large.
Marketing management often conduct market research and marketing
research to perform marketing analysis. Marketers employ a variety of
techniques to conduct market research, but some of the more common
include:
• Qualitative marketing research
• Quantitative marketing research
• Experimental techniques
• Observational techniques

4. Brand Audit
A brand audit is a thorough examination of a brand's current position in an
industry compared to its competitors and the examination of its
effectiveness. When it comes to brand auditing, six questions should be
carefully examined and assessed:
1. how well the business’ current brand strategy is working,
2. what the company's established resource strengths and weaknesses are,
3. what its external opportunities and threats are,
4. how competitive the business’ prices and costs are,
5. how strong the business’ competitive position in comparison to its
competitors
6. what strategic issues are facing the business.

5. Marketing concept
Firms vary in their perception about business and their orientation to the
market place. This has led to the emergence of many different concepts of
marketing. There are six competing concepts under which organizations
conduct their marketing activity.
1. Exchange concept
2. Production concept
3. Product concept
4. Selling concept
5. Marketing concept
6. Societal marketing concept

6. Marketing process
1. Strategy formulation
The development of the broadest marketing business with the longest term impact.
2. Marketing planning
The developing of longer term plans which have generally stronger impact than
the short term programs.
3. Marketing allocation and budgeting
The developing of short term program which generally focus on integrated
approaches for a given product and on the allocation of scare resources such as
sales effort or product development time across various products and functions.

7. 4. Marketing implementation
The actual task of getting the marketing job done.
5. Monitoring and Auditing
The review and analysis of programs, plans, strategy's to assess their success
and to determine what changes must be made
6. Analysis and research
The deliberate and careful acquisition and examination of qualitative and
quantitative data to improve decision making.

8. Conclusion
Road transportation is the back bone of economy. Transportation and
communication are the most important requirement for overall development
of a region for trade, commerce and industry. Development in these fields
facilitates momentum to social interaction, educational development and to
improve overall perception of the human being.
Its one of the most basic necessity to the community. The dependence to the
community public on the road based system continues everywhere to be
considerable.