search query: @freeterm PRODUKTPOLITIK, PRODUKTPLANUNG / total: 2
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| Author: | Paun, D. |
| Title: | When to bundle or unbundle products. |
| Journal: | Industrial Marketing Management
1993 : FEB, VOL. 22:1, p. 29-34 |
| Index terms: | |
| Freeterms: | PRODUKTPOLITIK, PRODUKTPLANUNG |
| Language: | eng |
| Abstract: | Bundling occurs when two or more products (goods or services) are sold as a single package. For example, cars are sold with tires, ski packages includes skis, bindings, boots and poles, and cultural and sporting events are available in a season ticket bundle. Product bundling is used in almost every industry, but frequently it is not part of a specific and intentional strategy. This paper discusses the numerous and diverse factors that influence the effectiveness of a bundling strategy and provides work sheets for managers to use for measuring and analyzing the feasibility of a bundling or an unbundling strategy. |
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