Discussion of 'Multi-featured Products and Services: Analysing Pricing and Bundling Strategies' by Moshe Ben-Akiva and Shari Gershenfeld

Article Abstract:

The Ben-Akiva and Gershenfeld paper on bundling is a novel study on pricing and bundling but is burdened with some setbacks as the failure to present accurate models of fixed and variable costs as well as the evolution of markets. The menu model presented by the authors may be extended to model competition, substitutability and complementarity as there is a probability of buying and switching.

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Review of 'Multi-featured Products and Services: Analysing Pricing and Budling Strategies' by Moshe Ben-Akiva and Shari Gershenfeld

Article Abstract:

The Ben-Akiva and Gershenfeld paper on pricing and bundling tends to oversimplify realities and that several approaches may be used to extend the study. The choice-based conjoint analysis may be used to model customer choices and that the authors could have performed a specific tests of price-linearity as it seems that the price would be subject to a non-linear diminishing returns effect.

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Marketing approaches to forecasting problems

Article Abstract:

The marketing analyst's role is to use borrowed techniques from econometrics, economics, statistics and the social sciences to determine a particular market's reaction to different marketing strategies to determine optimal marketing strategies. This role would have to take into account forecasting results under different marketing scenarios and collection of diagnostic information.

Powers and duties, Marketing executives

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