Bright House wants Madhukar to buy the full gamut of entertainment products, and the more he buys-digital television, premium channels, downloadable movies, local and long-distance phone service, cellular service, high-speed Internet-the better the deal becomes compared to the total of the individual prices of each product. Bright House is using a ________ strategy.

Question

Quizplus · Accepted Answer

Bright House is using price bundling strategy by offering a bundle of entertainment products at a lower overall price compared to buying each product individually. They are encouraging customers to buy the full gamut of their products by making it more cost-effective for them to do so.

Bright House Wants Madhukar to Buy the Full Gamut of Entertainment