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

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  • 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
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    References listed on IDEAS

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