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