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品類管理流程（ppt38）英文-流程管理-全文預覽

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【正文】 ransaction efficiency/Traffic Builder Low price/convenience Category shopability Source: Robert C. Blattberg, 1996 Process Category Tactics are the actions taken to implement the category strategies. Transaction efficiency/Traffic Builder Low price/convenience Category shopability Shopping/information Unique offerings/high service Easy access to product information Source: Robert C. Blattberg, 1996 Process Category Tactics are the actions taken to implement the category strategies. Transaction efficiency/Traffic Builder Low price/convenience Category shopability Shopping/information Unique offerings/high service Easy access to product information Entertainment Stimulation/excitement Creative marketing/broad assortment Changing variety of products Source: Robert C. Blattberg, 1996 Process Category management plans are of little value unless they receive high quality implementation. Key Components of Plan Implementation: ? Common Language ? Buyin at ALL levels ? Clear Approval Process ? Clear Assignment of Responsibilities ? Implementation Schedule ? Predetermined Indicators of Success Process Category Review is the ongoing measurement of the progress of the plan and modification where necessary. Stages of Category Review: ? Opportunity and discovery process ? Input, analysis amp。CATEGORY MANAGEMENT Session Objectives: ? Define Category Management (CM) ? Describe Category Management as a Business Process ? Discuss Critical Issues Related to Successfully Developing a Category Management System Category Management Process Category Management Issues Define Category Management Definition Bringing Better Value to the Consumer is the Primary Focus of Category Management. “ A RetailerSupplier process of managing categories as Strategic Business Units, producing improved sales and profit results by focusing on satisfying consumer needs and delivering consumer value.” Source: ECR Best Practices Report Category Management has expanding into durable goods and services. Is Category Management just for the grocer? ? Durable Goods ? Auto Industry GM Pontiac amp。 Business Process Scorecard Collaborative Relationships Organization Capabilities Core Enablers Enablers CATEGORY MA

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