TWENTY

The Bundle of Resources Concept

ONE OF the most important of all marketing concepts is called “the bundle of resources concept.” As a mental exercise, look upon your company as a bundle of resources that is capable of producing and selling many products and services, not just the ones you are offering today.

Focus primarily on human, intellectual, and production resources. With these in mind, what new products or services could you produce with your existing people, skills, equipment, and financial structure to appeal to new customers in new markets?

Looking upon your business as a bundle of resources can help free you from the limitation of thinking only in terms of the products and services you are now offering, to the customers and ...

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