CATEGORY APPROACH TO MANAGING THE PRODUCT RANGE DEPENDING ON TRADE FORMAT
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 ch...
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| Main Author: | |
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| Format: | Article |
| Language: | Russian |
| Published: |
Plekhanov Russian University of Economics
2018-02-01
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| Series: | Вестник Российского экономического университета имени Г. В. Плеханова |
| Subjects: | |
| Online Access: | https://vest.rea.ru/jour/article/view/446 |
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| Summary: | 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. |
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| ISSN: | 2413-2829 2587-9251 |