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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Autor principal:	Ekaterina G. Shokhireva
Formato:	article
Lenguaje:	RU
Publicado:	Plekhanov Russian University of Economics 2018
Materias:	product range management trade enterprise format category management category category identification shaping the product range shaping the category marketing approach customer profile Economics as a science HB71-74
Acceso en línea:	https://doaj.org/article/83fb928060364a21b82c2d98194c8b91
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id	oai:doaj.org-article:83fb928060364a21b82c2d98194c8b91
record_format	dspace
spelling	oai:doaj.org-article:83fb928060364a21b82c2d98194c8b912021-11-15T05:20:46ZCATEGORY APPROACH TO MANAGING THE PRODUCT RANGE DEPENDING ON TRADE FORMAT2413-28292587-925110.21686/2413-2829-2018-1-180-188https://doaj.org/article/83fb928060364a21b82c2d98194c8b912018-02-01T00:00:00Zhttps://vest.rea.ru/jour/article/view/446https://doaj.org/toc/2413-2829https://doaj.org/toc/2587-9251The 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.Ekaterina G. ShokhirevaPlekhanov Russian University of Economicsarticleproduct range managementtrade enterprise formatcategory managementcategorycategory identificationshaping the product rangeshaping the categorymarketing approachcustomer profileEconomics as a scienceHB71-74RUВестник Российского экономического университета имени Г. В. Плеханова, Vol 0, Iss 1, Pp 180-188 (2018)
institution	DOAJ
collection	DOAJ
language	RU
topic	product range management trade enterprise format category management category category identification shaping the product range shaping the category marketing approach customer profile Economics as a science HB71-74
spellingShingle	product range management trade enterprise format category management category category identification shaping the product range shaping the category marketing approach customer profile Economics as a science HB71-74 Ekaterina G. Shokhireva CATEGORY APPROACH TO MANAGING THE PRODUCT RANGE DEPENDING ON TRADE FORMAT
description	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.
format	article
author	Ekaterina G. Shokhireva
author_facet	Ekaterina G. Shokhireva
author_sort	Ekaterina G. Shokhireva
title	CATEGORY APPROACH TO MANAGING THE PRODUCT RANGE DEPENDING ON TRADE FORMAT
title_short	CATEGORY APPROACH TO MANAGING THE PRODUCT RANGE DEPENDING ON TRADE FORMAT
title_full	CATEGORY APPROACH TO MANAGING THE PRODUCT RANGE DEPENDING ON TRADE FORMAT
title_fullStr	CATEGORY APPROACH TO MANAGING THE PRODUCT RANGE DEPENDING ON TRADE FORMAT
title_full_unstemmed	CATEGORY APPROACH TO MANAGING THE PRODUCT RANGE DEPENDING ON TRADE FORMAT
title_sort	category approach to managing the product range depending on trade format
publisher	Plekhanov Russian University of Economics
publishDate	2018
url	https://doaj.org/article/83fb928060364a21b82c2d98194c8b91
work_keys_str_mv	AT ekaterinagshokhireva categoryapproachtomanagingtheproductrangedependingontradeformat
_version_	1718428692062928896

CATEGORY APPROACH TO MANAGING THE PRODUCT RANGE DEPENDING ON TRADE FORMAT

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