Abstract
The economic activity in an area may affect
electric utility sales more than other
retailers. Statistics show that the KWH
consumption per customer is in direct proportion
to effective buying income, number of jobs and
plant operating levels. Unlike other
businesses, the utility service area (sales
territory) is restricted by law, the product
cannot be put in inventory, and with current
regulatory treatment the price is difficult to
raise.
These unique problems, which are compounded
in a declining economy, have caused utilities to
abandon traditional marketing techniques and
develop new strategies to cope with this
changing market. This paper deals with some of
these new concepts being used by utilities in a
downturn economy.
Williams, M. (1987). Marketing Strategies in a Downturn Economy. Energy Systems Laboratory (http://esl.eslwin.tamu.edu). Available electronically from
https : / /hdl .handle .net /1969 .1 /92852.