Elusive marketing concept
Utilities need something more than what is now practiced to compete effectively and adapt to the everchanging environment. Utilities must cope with customers wanting electricity on demand, continual supply, steady supply, guaranteed supply, and lower costs. Utilities are also turning to other electricity-related products as potential revenue generators, such as security lights, electric water heaters, and heat pumps. However, these may be short-run solutions that do not address longer-run issues, such as the possibilities for increased competition, cogeneration of electricity by larger customers, relaxed monopoly protection, and more freedom to get into other types of businesses. Long-run survival and prosperity will be based on utilities ability to establish and improve a competitive position. The marketing concept can help provide a long-run perspective from which a utility can successfully compete in the ever-changing marketplace.
- Research Organization:
- Mississippi State Univ., State College
- OSTI ID:
- 5165973
- Journal Information:
- Public Util. Fortn.; (United States), Vol. 116:6; Other Information: First of three articles
- Country of Publication:
- United States
- Language:
- English
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