Keyword: «product range»

The article is devoted to the research of category management as a modern marketing technologies management ideation. The author elaborates on the concept of "category management", "product cate-gory", the algorithm of a business process management product categories, as well as tactical decisions for product category in the components of the marketing mix.

Marketing is defined by all researchers as a way of opening and using requirements for commercial enterprises. Marketing for the company means nothing else than to bring all the resources in accordance with the requirements and market opportunities for profit. The requirements for production should depend on what the solution to this economic problem will be found; in other words, the firm should produce such products, which can be cost-effectively implemented.

The paper sets out the basic directions of formation of retailers’ product range. The author views the stages of the assortment policy in frames of category management; main role of strategy and product categories and describes the main methods of analysis and evaluation of product range.

Assortment management is one of the key activities of any organization. Its range is the element that binds the company and the market, being the subject of economic exchange and mean of meeting existing needs. The paper presents the results of the author's theoretical studies of the economic content of the concept “product policy”.