Final answer:
Marketers must ensure that the price of a goods bundle remains appealing and does not exceed the value perceived by the customer. The balance between pricing and value is crucial as higher prices can lead to reduced demand, especially in product bundles where not all components are desired by the buyer.
Step-by-step explanation:
Marketers should be careful not to include so much in a bundle of goods that the price becomes too high for customers. The economic principle underlying this is the basic model of demand and supply, which suggests that higher prices typically lead to reduced consumption of a good.
However, marketers often find that bundling can be an appealing pricing strategy to consumers, especially when it guarantees access to high-demand products or services. Yet, such strategies can have limits as the quantity demanded is likely to decrease if the bundling price surpasses the perceived value or affordability threshold for the customers.
In context, if a company sells bundled goods or services at a high price, customers may begin to evaluate whether the cost is justified by the utility they receive. For instance, computer software is frequently bundled with a new computer purchase, even if the buyer may only want a few of the programs included.
If the price of the bundle becomes excessive, consumers could opt not to purchase, seeking alternative solutions that better meet their price-to-value expectations. Hence, while bundling can be effective, marketers need to consider consumer price sensitivity and ensure the bundle offers tangible value to maintain demand.