THE MARKETING MIX FOR SOLAR HOUSING

The paper discusses those factors which have an influence on the marketing and market-ability of solar housing. The elements of the marketing mix which are analyzed are the product (low energy housing), pricing (including finance), distribution and communication (including promotion). The concepts of the product are evaluated against the environment of the market. The development of the market for the product is considered in terms of long and short term strategies. The paper then develops concepts of pricing policies, price behavior, and practices based on the foregoing strategies. Distribution or marketing logistics is shown to take place in an ever changing total marketing environment. These marketing logistics are illustrated by those methods which optimize costs including the cost of inventory. Communication is developed by analyzing the type and degree of persuasion, as well as the promotion mix which is required to market solar housing.