Pricing and bundling a new internet-based service using a discrete choice menu model

Business-to-business marketers face the challenge of meeting the needs of increasingly diverse customers.

Pricing and Bundling a New Internet-based Service Using a Discrete Choice Menu Model

Steven H. Cohen (Stratford Associates Marketing Research Decision Modeling, Inc.) United StatesWalter Blotkamp (Bell Atlantic Directory Services, Market Research Manager) United States

INTRODUCTION

As business-to-business marketers face the challenge of marketing to increasingly more heterogeneous customers, new models and methods must be developed to understand customer needs and to deliver products and services that meet those needs. The past few years have seen the growth of the idea of mass customization. Mass customization is intended to provide superior value to customers by meeting the...

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