Champions of a cause

Article Abstract:

Utility firms could adopt cause-related marketing as a strategy to capture market share. The marketing scheme aims to take exploit the results of research studies that show that consumers are likely to choose a company whose products do not run counter to their beliefs and values. The strategy can be used as a basis for establishing brands which the public could identify and readily patronize. It is more cost-effective than a short-run charitable contribution.

Social aspects

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Raising the bar

Article Abstract:

Utilities will boost their market research programs to remain competitive after deregulation takes effect in 1998. Industry observers expect utilities to increase market research activity over the next five years, minimum. Many utilities are currently behind other businesses in utilizing market research, spending about four times less on data such as consumer polling.

Marketing research, Market research, Deregulation

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Six ways to imprive green marketing

Article Abstract:

Direct marketing techniques, which include green energy marketing programs for energy utilities, are discussed. The methods involves advertising focusing emotional needs of customers, segmenting the market etc.

United States, Marketing procedures, Company marketing practices, Green marketing

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