The Role of the Gas Marketer

Abstract

The role of the energy marketer has steadily evolved over thelast decade, largely due to the deregulation of the natural gas indus-try . Beginning in the early 1980's, the catalyst of this new trend wasthe unbundling of Fortune 500 Industries . As Orders 200 through636 unfolded, and the fast-paced onset of electric unbundling withOrd er 888 was realized, the role of the marketer has taken the shapeof what now can be called your "Tot al Energy Provider ."From the beginning marketers are asked to w ear a myriad ofhat s. Sales ability, and the experience of the individual to capture amarket share in a given region, is their chief responsibility. Themarketer must be knowledgeable of the tariffs that apply to differentend users associated with their respective LDCs .This information is utilized in order to implement and make thebest recommendations based on specific customer needs.In addition, keeping abreast of changes in the regulatory envi-ronm ent is also an important element of successful marketing . Thisallows a market to provide the customer with up-to-date informationabout how changes in regulatory affairs will affect their business . Allthese components combine to form a successful marketer who knowsthat service is key.