Gold in the hills: a case study in market segmentation

United States, 1985

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Episode number 5 of Series “Marketing / Coast Community College District”.
The Irvine Co. is one of the largest property developers in the United States. The success of their planned communities has depended on a careful study of the needs of different segments of the housing market and building to meet those needs. The program explores the history of the company and how it has adapted to changing economic situations in order to design communities which encourage people to live there all their lives, even though their needs change as they age.


production company

Coast Community College District

Holt, Rinehart and Winston


Carol Dunn



Production places
United States
Production dates

Appears in

Marketing / Coast Community College District

Group of items

Marketing / Coast Community College District


Collection metadata

ACMI Identifier




Subject categories

Agriculture, Business, Commerce & Industry → Housing

Agriculture, Business, Commerce & Industry → Management

Agriculture, Business, Commerce & Industry → Market segmentation

Agriculture, Business, Commerce & Industry → Marketing research

Agriculture, Business, Commerce & Industry → Real estate development

Communications, Infrastructure, & Transport → Housing

Communications, Infrastructure, & Transport → Real estate development


Documentary → Documentary films - United States

Economics, Philosophy, Politics, Religion & Sociology → Community development, Urban

Economics, Philosophy, Politics, Religion & Sociology → Housing

Educational & Instructional

Educational & Instructional → Instructional

Food, Health, Lifestyle, Medicine, Psychology & Safety → Housing

Short films

Short films → Short films - United States






VHS; Access Print (Section 1)

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