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Journal Article

Bundling--new products, new markets, low risk.

01 Jan 1991-Sloan Management Review (Sloan Manage Rev)-Vol. 32, Iss: 4, pp 7-14
TL;DR: Eppen, Hanson, and Martin this paper argue that the best approach is to treat bundles not as marketing gimmicks but as new products, and they offer seven guidelines for creating competitive bundles and a framework for implementing them.
Abstract: It has long been a marketing axiom that customers buy bundles of satisfaction, not products. It follows, then, that they'll respond to certain combinations of products and services--air conditioners with free installation, combinations of software packages, or season tickets with parking privileges. The difficulty is in devising the bundles that both appeal to consumers and give cost or demand enhancing benefits to the producer. Eppen, Hanson, and Martin argue that the best approach is to treat bundles not as marketing gimmicks but as new products. They offer seven guidelines for creating competitive bundles and a framework for implementing them.
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Trending Questions (1)
How can we enternew markets, products, services, attract attention and reduce business risk?

By creating competitive bundles that appeal to consumers and provide cost or demand enhancing benefits, businesses can enter new markets, attract attention, and reduce business risk.