Was it always intended to be marketed as a civilian vehicle as well as a military vehicle? Were there any special regulations, rules, or classifications that needed to be created or tweaked to allow for it to be a valid mode of transport for the general public? How was it pitched/advertised to the U.S. consumer?
Soldiers returning from the war provided the demand -- the Jeep was marketed as a work vehicle, like a tractor, that could serve around the farm. Chrysler has a history page that states "Willys advertisements marketed the Jeep as a work vehicle for farmers and construction workers."
CJs were rugged, four wheel drive vehicles with the capability to run PTO tools, just like a tractor. There were catalogs that targeted farm users of CJs selling PTOs and PTO-driven attachments.
In the late 40s, there were few requirements for vehicles along the lines you mention. The early CJs are nearly the same as the MB jeep. The engine and drive train were identical, as was most of the body. Things that were added were generally convenience items, like a tailgate.