1)
We are marketing to new developments, businesses, contractors, etc. the main group of people would be the people who are building new houses in new developments. By better meeting customer needs that we have positioned to chosen segments, we can increase market share aka volume. By better meeting their needs we can also increase the price without sacrificing a lot of volume which would in turn grant us more profit. By targeting the most profitable segments we can reduce marketing costs as well.

Here's a helpful website: http://www.foreseechange.com/mktseg.htm

2)
Differentiation for sure because not very many companies do this, and our product is unique in ways of saving money and being environmentally friendly.

3)
Product - geothermal heating/cooling systems, customer service, warranty (read on wikipedia that these last 50 years before they need replacing so we could offer like
30 year warranty or something similair, check with the group first), shipping, installation, etc.

Price - Also something to discuss but in my opinion, penetrating pricing because first we need to get ourselves out there and then we can start prestige pricing once we're an established icon.

Placement - I think we talked about having a warehouse in one of our group meetings, with some sort of front which could work. We could have a showroom of sorts to show off our product and have testings that people could see. As for shipping, we could make a deal with an