IDEAS home Printed from https://ideas.repec.org/p/hal/journl/hal-01507451.html
   My bibliography  Save this paper

Le mixed price bundling, une stratégie marketing alternative ? Le cas bancaire des « offres jeunes »

Author

Listed:
  • Christine Lambey-Checchin

    (CRCGM - Centre de Recherche Clermontois en Gestion et Management - UdA - Université d'Auvergne - Clermont-Ferrand I - ESC Clermont-Ferrand - École Supérieure de Commerce (ESC) - Clermont-Ferrand)

Abstract

Pratique courante notamment chez les prestataires de service, le mixed price bundling consiste à vendre ensemble des produits ou services complémentaires à un prix spécial. La littérature a montré la supériorité de cette forme de bundling en étudiant ses effets sur les comportements des consommateurs. Le papier l'envisage comme une stratégie marketing et examine ses caractéristiques d'offre et de prix. Les résultats d'une analyse comparative des packages proposés par les banques traditionnelles aux étudiants confirment les intérêts au niveau de la différenciation des offres mais soulignent également les limites et risques d'un positionnement-prix mal défini.

Suggested Citation

  • Christine Lambey-Checchin, 2013. "Le mixed price bundling, une stratégie marketing alternative ? Le cas bancaire des « offres jeunes »," Post-Print hal-01507451, HAL.
    • Handle: RePEc:hal:journl:hal-01507451
    Note: View the original document on HAL open archive server: https://hal.science/hal-01507451
    as

    Download full text from publisher

    File URL: https://hal.science/hal-01507451/document
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Ward Hanson & R. Kipp Martin, 1990. "Optimal Bundle Pricing," Management Science, INFORMS, vol. 36(2), pages 155-174, February.
    2. Schmalensee, Richard, 1984. "Gaussian Demand and Commodity Bundling," The Journal of Business, University of Chicago Press, vol. 57(1), pages 211-230, January.
    3. Richard H. Thaler, 2008. "Mental Accounting and Consumer Choice," Marketing Science, INFORMS, vol. 27(1), pages 15-25, 01-02.
    4. Daniel Kahneman & Amos Tversky, 2013. "Prospect Theory: An Analysis of Decision Under Risk," World Scientific Book Chapters, in: Leonard C MacLean & William T Ziemba (ed.), HANDBOOK OF THE FUNDAMENTALS OF FINANCIAL DECISION MAKING Part I, chapter 6, pages 99-127, World Scientific Publishing Co. Pte. Ltd..
    5. Simonin, Bernard L. & Ruth, Julie A., 1995. "Bundling as a strategy for new product introduction: Effects on consumers' reservation prices for the bundle, the new product, and its tie-in," Journal of Business Research, Elsevier, vol. 33(3), pages 219-230, July.
    6. Yadav, Manjit S, 1994. "How Buyers Evaluate Product Bundles: A Model of Anchoring and Adjustment," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 21(2), pages 342-353, September.
    7. Matutes, Carmen & Regibeau, Pierre, 1992. "Compatibility and Bundling of Complementary Goods in a Duopoly," Journal of Industrial Economics, Wiley Blackwell, vol. 40(1), pages 37-54, March.
    8. R. Preston McAfee & John McMillan & Michael D. Whinston, 1989. "Multiproduct Monopoly, Commodity Bundling, and Correlation of Values," The Quarterly Journal of Economics, President and Fellows of Harvard College, vol. 104(2), pages 371-383.
    9. William James Adams & Janet L. Yellen, 1976. "Commodity Bundling and the Burden of Monopoly," The Quarterly Journal of Economics, President and Fellows of Harvard College, vol. 90(3), pages 475-498.
    10. Monique Zollinger, 2004. "Le jugement comparatif des prix par le consommateur," Post-Print hal-02023008, HAL.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Kim Huat Goh & Jesse C. Bockstedt, 2013. "The Framing Effects of Multipart Pricing on Consumer Purchasing Behavior of Customized Information Good Bundles," Information Systems Research, INFORMS, vol. 24(2), pages 334-351, June.
    2. Ritwik Raj & Mark H. Karwan & Chase Murray & Lei Sun, 2022. "Itemized pricing in B2B bundles with diminishing reservation prices and loss averse customers," Journal of Revenue and Pricing Management, Palgrave Macmillan, vol. 21(4), pages 375-392, August.
    3. Mayer, Stefan & Klein, Robert & Seiermann, Stephanie, 2013. "A simulation-based approach to price optimisation of the mixed bundling problem with capacity constraints," International Journal of Production Economics, Elsevier, vol. 145(2), pages 584-598.
    4. Rustam Ibragimov, 2004. "Shifting paradigms: on the robustness of economic models to heavy-tailedness assumptions," Econometric Society 2004 Latin American Meetings 105, Econometric Society.
    5. Kopczewski, Tomasz & Sobolewski, Maciej & Miernik, Ireneusz, 2018. "Bundling or unbundling? Integrated simulation model of optimal pricing strategies," International Journal of Production Economics, Elsevier, vol. 204(C), pages 328-345.
    6. Kamel Jedidi & Sharan Jagpal & Puneet Manchanda, 2003. "Measuring Heterogeneous Reservation Prices for Product Bundles," Marketing Science, INFORMS, vol. 22(1), pages 107-130, July.
    7. Guidon, Sergio & Wicki, Michael & Bernauer, Thomas & Axhausen, Kay, 2020. "Transportation service bundling – For whose benefit? Consumer valuation of pure bundling in the passenger transportation market," Transportation Research Part A: Policy and Practice, Elsevier, vol. 131(C), pages 91-106.
    8. Yan, Ruiliang & Myers, Chris & Wang, John & Ghose, Sanjoy, 2014. "Bundling products to success: The influence of complementarity and advertising," Journal of Retailing and Consumer Services, Elsevier, vol. 21(1), pages 48-53.
    9. Xu, Yueying Hazel & Wong, IpKin Anthony & Tan, Xiuchang Sherry, 2016. "Exploring event bundling: The strategy and its impacts," Tourism Management, Elsevier, vol. 52(C), pages 455-467.
    10. Srinuan, Pratompong & Srinuan, Chalita & Bohlin, Erik, 2014. "An empirical analysis of multiple services and choices of consumer in the Swedish telecommunications market," Telecommunications Policy, Elsevier, vol. 38(5), pages 449-459.
    11. Popkowski Leszczyc, Peter T.L. & Pracejus, John W. & Shen, Yingtao, 2008. "Why more can be less: An inference-based explanation for hyper-subadditivity in bundle valuation," Organizational Behavior and Human Decision Processes, Elsevier, vol. 105(2), pages 233-246, March.
    12. Marie-Noëlle Calès & Laurent Granier & Nadège Marchand, 2012. "Competition between Clearing Houses on the European Market," Post-Print halshs-00959121, HAL.
    13. Tarek Abdallah, 2019. "On the Benefit (Or Cost) of Large‐Scale Bundling," Production and Operations Management, Production and Operations Management Society, vol. 28(4), pages 955-969, April.
    14. Bikram Ghosh & Subramanian Balachander, 2007. "Research Note--Competitive Bundling and Counterbundling with Generalist and Specialist Firms," Management Science, INFORMS, vol. 53(1), pages 159-168, January.
    15. Panou, Konstantinos & Kapros, Seraphim & Polydoropoulou, Amalia, 2015. "How service bundling can increase the competitiveness of low market share transportation services," Research in Transportation Economics, Elsevier, vol. 49(C), pages 22-35.
    16. Gastón Llanes & Andrea Mantovani & Francisco Ruiz-Aliseda, 2019. "Entry into Complementary Good Markets with Network Effects," Strategy Science, INFORMS, vol. 4(4), pages 262-282, December.
    17. Sang‐Hyun Kim & Jong‐Hee Hahn, 2022. "On the profitability of interfirm bundling in oligopolies," Journal of Economics & Management Strategy, Wiley Blackwell, vol. 31(3), pages 657-673, August.
    18. Zhou, Jidong, 2021. "Mixed bundling in oligopoly markets," Journal of Economic Theory, Elsevier, vol. 194(C).
    19. Girju, Marina & Prasad, Ashutosh & Ratchford, Brian T., 2013. "Pure Components versus Pure Bundling in a Marketing Channel," Journal of Retailing, Elsevier, vol. 89(4), pages 423-437.
    20. Barry Nalebuff, 1999. "Bundling," Yale School of Management Working Papers ysm126, Yale School of Management, revised 01 Dec 2000.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:hal:journl:hal-01507451. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: CCSD (email available below). General contact details of provider: https://hal.archives-ouvertes.fr/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.