The Role of the Gas Marketer

Abstract

The role of the energy marketer has steadily evolved over the
last decade, largely due to the deregulation of the natural gas indus-
try . Beginning in the early 1980's, the catalyst of this new trend was
the unbundling of Fortune 500 Industries . As Orders 200 through
636 unfolded, and the fast-paced onset of electric unbundling with
Ord er 888 was realized, the role of the marketer has taken the shape
of what now can be called your "Tot al Energy Provider ."
From the beginning marketers are asked to w ear a myriad of
hat s. Sales ability, and the experience of the individual to capture a
market share in a given region, is their chief responsibility. The
marketer must be knowledgeable of the tariffs that apply to different
end users associated with their respective LDCs .
This information is utilized in order to implement and make the
best 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 . This
allows a market to provide the customer with up-to-date information
about how changes in regulatory affairs will affect their business . All
these components combine to form a successful marketer who knows
that service is key.