El transporte público y la calidad de vida como estrategia de marketing de ciudades.

Résumé

Globalization, the integration of countries into economic blocs, the development of transport and IT as well as the socio-economic transformations in the end of the XX century, have determined a scene of great rivalry between the cities. This conflict, closely related to the concept of competitiveness described by Porter, highlights the need to use marketing as a tool to manage this complex reality of living in cities. The ultimate goal of this discipline is to offer a product, in this case the city as a whole, which has the greater value for customers. In the offered value, quality of life is seen as a key strategy of differentiation, meaning that the quality of life is the representative attribute that customers demand in the city. In the quest for the product of the highest possible quality, and taking into account the different possibilities, this paper discusses the use of the physical accessibility. In particular the promotion of a sustainable urban transport system - based on promoting non-motorized and public transport use. Those measures are treated as a strategy of product differentiation , for their impact on product design and other aspects of quality of life.