Textbook Bundling & Customization: Is There Value?

Testimonials

The following are excerpts from actual correspondence between university professors and bookstore managers.

From (bookstore manager)
To: (professor)

Dear Professor _______:

I am the general manager of ________ bookstore in ________. We will be providing textbooks to _______ students for the summer session. While looking over your book list for the summer, I noticed that you are using a textbook with the on-line registration card and software item enclosed in a set. By using the set, the total cost of the required package is more than $31 to the students than a used book by itself. The package does not allow the store to buy back the students' textbooks from the current session. If we were allowed to do this, we could sell the textbook at a much lower price during your summer session.

I am not trying to influence your decision, but am just wondering if the additional components justify the additional selling price?

We will, of course, order whatever you decide. I just wanted to make you aware of this situation.

Please let me know what you prefer at your earliest convenience.

Thank you.
________
General Manager-________Book Store

From: (professor)
To: (bookstore manager)
In response to above:

________,

Thank you for your email. We will NOT be using the online registration card in the summer, but we will be using the ___________ software. I believe the students will fare better if they purchase the text without the additional items. They can then purchase the software if they don't have another source.

Thanks again for your thoughtful concern.
_________