This report compares how the corporate sector and those dealing with road safety policy approach their target groups. The objective of this comparison is to examine whether road safety policy can be improved by utilising practical knowledge gained in the corporate sector. Specifically, the report focuses on target group segmentation which, in the corporate sector, is a marketing component. According to marketing principles, what a company offers to a group of customers consists of a mix (the marketing) composed of the 'four Ps': product, price, place (of distribution), and promotion. Target group segmentation occurs previous to composing the marketing mix, and is intended to produce different marketing mixes for each group. Marketing principles can also be applied to road safety (being the 'product' in this case), but this is rarely done. Target group segmentation can alsobe applied to 'promoting' road safety. When using this in the road safetyfield, groups are usually selected according to the problem they form in regard to safety. A following step could be to make a subdivision focusing on the solution to the problem. This step is rarely taken; what usually happens is that the largest possible target group is sought with as few subdivisions as possible. (A)
Abstract