Moscow, Russian Federation
The article describes the practical applicability of the concept of category management to improve the management of goods and services. Through consideration of some category management tools (in particular, the distribution of categories by roles), the practical benefits of applying the concept of "category management" in the assortment policy of companies have revealed. The practical experience of applying the approach to the field of medical services has studied. A new approach to product categories has proposed – the transition from the traditional classification of services by medical specialty to a client-oriented approach. The new approach involves the transition from a professionally oriented classification using medical terms to the definition of categories according to the types of work performed for users of medical services. This approach is useful when planning marketing activities to attract customers, as it implies a transition to product categories that are understandable to the consumer.
category management, product categories, customer focus, services sector, assortment policy, medical services
1. Adzhienko V. L., Goryachev A. B., Glembotskaya G. T., Kabakova T. I., Goryacheva K. A. Osnovnye printsipy upravleniya assortimentnoy politikoy na urovne organizatsii optovoy torgovli lekarstvennymi sredstvami // Volgogradskiy nauchno-meditsinskiy zhurnal. 2020. №4.
2. Aliev A.A. Diversifikatsiya assortimentnogo portfelya kak faktor povysheniya effektivnosti deyatel'nosti proizvodstvennogo predpriyatiya // Gumanitarnyy nauchnyy zhurnal. 2021. №1.
3. Afanas'eva T.G., Makhinova E.N., Lavrova N.N., Afanas'eva N.I., Ozerova D.V. Analiz minimal'nogo assortimenta lekarstvennykh preparatov, neobkhodimykh dlya meditsinskogo primeneniya // Zdorov'e i obrazovanie v XXI veke. 2022. №5.
4. Izakova Natal'ya Borisovna, Solosichenko Tat'yana Zhorzhevna Metodicheskiy podkhod k otsenke effektivnosti upravleniya brendom chastnykh meditsinskikh klinik // Voprosy upravleniya. 2021. №5 (72).
5. Il'enkova Karolina Mikhaylovna, Neganova Valentina Petrovna Analiz faktorov, opredelyayushchikh primenenie kategoriynogo menedzhmenta v assortimentnoy politike kompanii // Vestnik Samarskogo universiteta. Ekonomika i upravlenie. 2021. №4.
6. Il'enkova Karolina Mikhaylovna Metodika upravleniya assortimentnoy politikoy kompanii na osnove kategoriynogo menedzhmenta v roznichnoy torgovoy seti: razrabotka i aprobatsiya // Vestnik PGU. Seriya: Ekonomika. 2020. №1.
7. Il'enkova Karolina Mikhaylovna Mekhanizmy kategoriynogo menedzhmenta pri realizatsii assortimentnoy politiki kompanii na vsekh stadiyakh zhiznennogo tsikla assortimenta // Vestnik PGU. Seriya: Ekonomika. 2022. №1.
8. Kotler, F. Marketing menedzhment / F. Kotler, K. L. Keller. - 15-e izd. SPb.: Piter, 2018. - 848 s.
9. Levina Alena Borisovna, Yakunina Yuliya Sergeevna, Glinchikova Ekaterina Aleksandrovna Audit assortimenta kak instrument upravleniya assortimentnoy politikoy torgovogo predpriyatiya // Vestnik YuUrGU. Seriya: Ekonomika i menedzhment. 2021. №3.
10. Lukin A.G., Cherkasov S.N., Saraev A.R. Ekonomicheskoe soderzhanie meditsinskoy uslugi // Vestnik Samarskogo universiteta. Ekonomika i upravlenie. 2020. №3.
11. Medvedeva Ol'ga Vasil'evna, Bol'shova Tat'yana Vladimirovna, Chvyreva Natal'ya Vladimirovna, Bol'shov Ivan Nikolaevich, Liferov Ruslan Anatol'evich Otsenka servisa chastnykh meditsinskikh organizatsiy s pozitsii preimushchestva na rynke meditsinskikh uslug // Sovremennye problemy zdravookhraneniya i meditsinskoy statistiki. 2021. №3.
12. Moskvicheva L. I., Genyush Yu. S., Petrova I. A. Opyt realizatsii patsient-tsentrirovannogo podkhoda v chastnoy meditsinskoy organizatsii // Research'n Practical Medicine Journal. 2022. №3.
13. Petrova Anastasiya Valer'evna Matrichnye metody analiza tovarnogo assortimenta i ikh sravnitel'naya kharakteristika // Kant. 2021. №3 (40).
14. Pravila predostavleniya meditsinskimi organizatsiyami platnykh meditsinskikh uslug (utv. postanovleniem Pravitel'stva RF ot 4 oktyabrya 2012 g. N 1006)
15. Ryzhakova Alla Vladimirovna, Goloviznin Il'ya Valer'evich Rol' kategoriynogo menedzhmenta v sbalansirovannom razvitii potrebitel'skogo rynka // Vestnik REA im. G. V. Plekhanova. 2020. №4 (112).
16. Skorobogatykh I.I., Sidorchuk R.R., Ivashkova N.I., Lopatinskaya I.V., Shirochenskaya I.P., Musatova Zh.B. «Upravlenie loyal'nost'yu»., M.: FGBOU VO «REU im. G.V. Plekhanova», 2019
17. Samoshchenkova I. F., Garankina R. Yu. Kategoriynyy menedzhment v upravlenii minimal'nym assortimentom aptechnoy organizatsii // Farmatsiya i farmakologiya. 2017. №1.
18. Uslugi // Ofitsial'nyy sayt kompanii «Medsi» - [Elektronnye dannye] - Rezhim dostupa: https://medsi.ru/services/ (data obrashcheniya: 10.12.2022)
19. Urusova L.Kh., Goryachev A.B., Kabakova T.I. Teoreticheskie osnovy formirovaniya i upravleniya tovarnym assortimentom organizatsii optovoy torgovli lekarstvennymi sredstvami // Zdorov'e i obrazovanie v XXI veke. 2022. №2.
20. Tsibulina Evgeniya Olegovna, Beketaeva Eleonora Askarbekovna Upravlenie assortimentom roznichnogo torgovogo predpriyatiya s primeneniem ABC-XYZ analiza // Innovatsionnaya ekonomika: perspektivy razvitiya i sovershenstvovaniya. 2020. №4 (46).
