CATEGORY APPROACH TO MANAGING THE PRODUCT RANGE DEPENDING ON TRADE FORMAT
https://doi.org/10.21686/2413-2829-2018-1-180-188
Abstract
The article explains the idea of such a notion as product rage management, which is being considered on the same plane as category management. The author analyzes the current methods and approaches to shaping and managing the product range of the trade enterprise and provides their comparative characteristics and on this base shows specific features of using different methods in conditions of business activity. It was pointed out that in key trade formats marketing approach is mainly used, i.e. product range management is carried out depending on the customer profile. Trade enterprise format is identified as a key factor influencing category formation. The principle idea of the article is the paramount importance of identifying category in the system of category management, which underlies all business processes.
About the Author
Ekaterina G. Shokhireva
Omsk State Transport University
Russian Federation
Russian Federation
Post-Graduate Student of the Department for Mamagment, Marketing and Commerce of Omsk State Transport University
Address: Omsk State Transport University, 35 Marksa Pr., Omsk, 644046, Russian Federation
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Review
For citations:
Shokhireva E.G. CATEGORY APPROACH TO MANAGING THE PRODUCT RANGE DEPENDING ON TRADE FORMAT. Vestnik of the Plekhanov Russian University of Economics. 2018;(1):180-188. (In Russ.) https://doi.org/10.21686/2413-2829-2018-1-180-188
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