Deregulation changes how money is made in an industry. Success, which used to be a function of pleasing regulators, becomes dependent on pleasing customers.
Deregulation makes marketing important.
This is the fundamental marketing question. Specific Issues Customer Expectations Deregulation introduces customer choice where little or none previously existed. As a result, customer expectations change, often radically. These new expectations define the benefits that customers seek and directly effect levels of customer satisfaction. Thus, the measurement and monitoring of changing customer expectations is critical to the success of any marketing program designed for a deregulated industry.