捆绑销售

abc88

V1 by海蓝色
我碰到的是第一篇讲捆绑销售的。说什么两种方式，但是公司不应该因为这个而忽略掉那些可以seperate sale的。题目不难。文章也能看懂。
【补充】
第一段说捆绑销售好啊 捆绑的商品就像新产品一样啊 可以减少很多广告 推销费用神马的 举例说credit card  可以有不同的功能 比如说贷款 神马的 虽然顾客不一定会用所有的功能 但是这样的放式是很好的 总之就是正评价
第二段说 了第二种销售法 是针对不同的顾客群 举了cereal的例子和考古比较相似 具体不太记得了。
问题
1、主题  我选比较两种捆绑销售的方式
2、下列那一个是类似与separate的销售方式的 我选 cereal神马的
【考古】 by Eros7
一篇bundling 的，我补充一下：两段，很简单
第一段说的是bundling 能够促进产品的销售(降低推广难度，减少推广时间)，然后举了几个bundling strategies来说怎么促进销售的，有三个，一个是aggrevigate bundling marketing strategies，也就是把多样化的产品功能集中在一个产品上，以满足广泛多样的客户群需求，并降低数次开发新产品的成本。每个客户不需要该产品所有的功能，根据自己需求使用相关功能。举例信用卡，可透支消费，可住房按揭。
第二段讲的是另一个strategies (快忘记了)。好像是说多元品牌策略，旗下每个品牌的多功能产品针对不同的客户群(参考Nike旗下的Converse，Toyota旗下的Lexus等)。提出企业需规避的问题（此处有细节定位题），开发的产品多样化功能对大多数客户没有用。客户会因此觉得购买该产品价格远高于其可取的使用价值。最后说企业还是要注意保持其小的独特需求客户群。
1 逻辑增强题，最后一句高亮，这有道题目是下面哪个例子证明这句话的(这句话是说顾客不会理会bundling这个策略，而选择单买specialty)：Healthy customers will buy separate cereal。 (肯定)
[2-3 最后一句(大意：无论那种策略，都不会影响企业单独销售的产品的销量)出题]
2 从文中可以推出什么，定位最后一句：捆绑销售不影响单独销售
3 类比题，定位还是最后一句，只有一个选项符合文章叙述：消费者随便买了捆绑销售的东西，但是还可以另外买其中的某一样东西
4 主旨题，二选一：present两种销售方式的效果；compare两种捆绑策略

lafrancine

强大~~~

sally77589

真赞~谢谢~

cl434

楼主Aggregation Bundling：
　　This concept involves producing a bundle that will appeal to a number of customer segments. Suppose you have four items: A, B, C, and D. One segment strongly prefers the first three, and a second segment strongly prefers the last three. It may be possible to combine all four items into one bundle and price it so that both segments will purchase it, albeit for different reasons. That is, by bundling, you are combining segments of the market with different tastes and preferences into an aggregate segment with a similar valuation for the bundle. The goal is to attract a large market and reduce complexity by having fewer products. The secret is in pricing the bundle so that your comprehensive offering is more attractive than specialized bundles offered by competitors. A corollary of the basic strategy is to produce, in addition, special bundles (or individual items) for smaller market segments at higher prices.
　　Credit card firms use this strategy. The typical credit card includes a wide variety of services. It is unlikely that a large segment of subscribers actually are interested in all of these services. Customers who travel frequently may value car rental insurance or access to traveler's checks in foreign countries. Others may value a purchase protection plan. They all buy the same card.
Loyalty Bundling：
　　Here the basic idea is to expand sales by reducing customer incentives to sample and perhaps switch to a competitor's product. CitiCorp has used its CitiOne financial account successfully to this effect. Customers who purchase this account receive a reduced price on a bundle of services. For example, a minimum balance in a money market account gives the customer check writing privileges at no charge. CitiCorp also wins. First, it gains operating efficiencies. It costs about the same amount to open one or several accounts for a customer at the same time. A bundled account opens several accounts simultaneously. Second, Citicorp's research shows that customers who purchase two or more products from the same institution are unusually loyal. Once the accounts are open, the transaction cost to the customer is very low. A person is more apt to move funds from the checking account to the money market fund during a cash transaction than to initiate a new transaction with a competing bank. Thus for no increase in its operating cost, CitiCorp obtains a sales advantage.
　　Consumer goods firms also package products in order to build manufacturer loyalty, or at least to encourage switching only among their own offerings. Cereal manufacturers offer different "variety packs" geared to adults and children. Each pack has between six and twelve different brands of cereals. Firms satisfy consumer desire for variety while retaining their customers under the broad umbrella of one manufacturer.
这个第二个strategy和楼主考试遇到的原文一样吗
我没有找到楼主总结的点---但是公司不应该因为这个而忽略掉那些可以seperate sale的
感觉文章只讲了bundling的好处呀