4. When equipment manufacturers advertise residential HIAC products, they often show them in different climate situations (in winter, summer, or high-humidity conditions). Which market segments are these ads targeting? Describe these segments in terms of demographic and psychographic characteristics Dealing in Segments and Variables Goal To encourage students to analyze the ways in which various market segmentation variables affect business success.
Situation You and four partners are thinking of purchasing a heating and air conditioning (HIAC) dealership that specializes in residential applications priced between $2000 and $40 000. You are now in the process of deciding where that dealership should be. You are considering four locations:
Miami, Florida; Toronto, Ontario; Vancouver, British Columbia; and Dallas, Texas.
Method Step 1 Working with four classmates (your partnership group), conduct library research to learn how H/AC makers market their residential products. Check for articles in The Globe and Mail, Canadian Business, Wall Street Journal, and other business publications.