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Table 5 The four “Ps” of social marketing applied to a public bicycle share program

From: Who is in the near market for bicycle sharing? Identifying current, potential, and unlikely users of a public bicycle share program in Vancouver, Canada

Product Public bicycle share service, which allows users to rent and return bicycles at designated docking stations throughout a city
Price Reduce cost of memberships
Offer a single trip pass option
Free trial days
Integrate payment with transit and car share programs
Place Expand service area
Provide safe bicycle infrastructure in areas where public bicycle share stations are located
Promotion Pop-up booths at transit stations
Advertising on public transit