category management

Mktg
the process of manufacturers and retailers working together to maximize profits and enhance customer value in any given product category. Category management has developed from brand management and the techniques of efficient consumer response, and is most prevalent in the fast moving consumer goods sector. It is founded on the assumption that consumer purchase decisions are made from a range of products within a category and not merely by brand and has gained in prominence, as it is believed to meet customer needs better than standard brand management.
Abbr. CM

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  • Category management — is a retailing concept in which the total range of products sold by a retailer is broken down into discrete groups of similar or related products; these groups are known as product categories. Examples of grocery categories may be : tinned fish,… …   Wikipedia

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  • category management — / kætɪg(ə)ri ˌmænɪdʒmənt/ noun a system where managers have responsibility for the marketing of a particular category or line of products …   Marketing dictionary in english

  • category management — put the brands in front of the consumer соответствующим образом (см. соответствующим образом). (Словарь бизнес сленга компании Schwarzkopf Россия) …   Словарь бизнес-сленга

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