category management

  

Definition

Marketing strategy in which a full line of products (instead of the individual products or brands) is managed as a strategic business unit (SBU). It is based on the concept that a marketing manager is better able to judge consumer buying patterns and market trends by focusing on the entire product category.

Use category management in a sentence

  • After implementing category management, the grocery store now monitors the profitability of all canned soups as one unit rather than considering each brand on its own.

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  • You should have a good category management team on your side so that you can always know what to do next.

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  • Given our marketing agency's proven track record of superior category management, we believe the launch of your new product line will be in very capable hands.

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