feature On final approach to landing, the pilot tests the Alpha Systems AOA Eagle to make sure all of its display segments are working properly. BUILDING A BUNDLE S T O R Y Combinations for safety and increased capabilities 34 avionics news * april 2016 B Y S C O T T I M . S P A N G L E R n marketing, bundling is the combination of individual items for sale as a single product. It is common in imperfectly competitive markets such as telecommunications, financial services and health care. A term of economic theory, imperfect competition, results when too many sellers are competing for too few buyers. Like the examples listed, avionics shops offer a multitude of products; the question is whether to sell them individually or in groups. Pure bundling is an all-or-nothing proposition, meaning the customer cannot buy items in the bundle individually. Mixed bundling gives customers this choice. As the inescapable commercials from competing cable and satellite TV companies make clear, the foundation of bundling is a package price that is lower