Electric utility load management

This volume describes the marketing of residential electric load management programs and analyzes factors that affect consumers' decisions about participation. It offers practical advice to utilities about three key aspects of program marketing. First, it identifies load management marketing opportunities and identifies market segments that appear to be particularly promising and worthwhile. Second, it suggests marketing mixes - combinations of product, price, promotional, and distribution characteristics - that are most appropriate for different market penetration objectives. Third, it offers advice about program implementation and monitoring. Drawing on the results of a national survey of electric utility management, in-depth studies of six utilities, and survey responses from more than 2,800 utility customers, it provides the most thorough analysis of residential electric load management marketing available today.