- Title Pages
- 1 Choosing Marketing Policy in the Short Run
- 2 Choosing Marketing Policy in the Long Run
- 3 What is the Impact on Strategy?
- 4 Should the Firm Pursue Market Share?
- 5 Should the Multiproduct Firm Use the Market Share Metric?
- 6 Pricing New Products: Strategies and Caveats
- 7 Choosing Strategies for New Products Using Market-Level Data
- 8 Choosing Strategies for New Products Using Primary Data
- 9 Bundling
- 10 Channels of Distribution
- 11 How Does Consumer Behavior Affect Marketing Policy?
- 12 Coordinating Advertising Strategy, Branding, and Positioning
- 13 Determining the Advertising Budget
- 14 Measuring Advertising Productivity
- 15 How Should the Firm Compensate Managers to Maximize Performance?
- 16 How Should the Firm Compensate Its Sales Force? The Basic Model
- 17 Model Extensions: How Should the Multiagent/Multiproduct Firm Reward and Measure Sales Force Performance?
- 18 How to Make Marketing Decisions When Competitors React: A Game-Theoretic Approach
- 19 Measuring and Building Brand Equity
- 20 How Marketing Policy Affects Consumer Well-Being and Social Welfare
- 21 Internet Marketing
- 22 Mergers and Acquisitions
- 23 How to Choose Optimal International Marketing Strategies
- (p.157) 9 Bundling
- Fusion for Profit
Sharan Jagpal (Contributor Webpage)
- Oxford University Press
This chapter shows how the firm can use marketing-finance fusion to choose bundling strategies to increase its performance. Topics covered include: how to price interdependent products, how and when to use cross-couponing strategies, how to allow for production capacity constraints, and how to reward managers of multidivisional firms when cross-couponing strategies are used. It analyzes why many bundling strategies fail in the marketplace; in addition, it proposes new metrics for measuring consumers' willingness to pay for products and bundles.
Keywords: brand management, bundling, conditional reservation prices, cross-couponing strategy, economies of scope, managerial compensation plans, one-stop shopping, production capacity, strategic alliances
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