Suppose you face a fiercely competitive consumer-facing marketplace that was once a served by a regulated monopoly. How would you compete? In the deregulated Georgia natural gas market, one company is using cause marketing. In 1997 the Georgia Public Service Commission deregulated the natural gas market. The former monopoly, Atlanta Gas Light Company now provides only the pipes. The price of gas is no longer determined by regulators but by the market. The State has certified 11 natural gas marketers to sell to and service the market. Not surprisingly those 11 compete on price, rebates, add-ons, promotions, and customer service. That’s because the gas is exactly the same no matter who markets it. And the delivery of the gas is still handled by Atlanta Gas Light Company, no matter who markets it. My many astute readers are probably asking where the money comes from for the marketers to be so aggressive. The answer is that there’s a monthly access fee of about $45 apart from the cost of ...
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