From Understanding Consumer Behaviour to testing Category Strategies

The benefits of Category Management for a supplier organisation are mamimised when there is a purchase marketing strategy in place for the category.
  

From Identifying Need States to Testing in Virtual Reality: Supporting Category Management

Maureen JohnsonResearch International Group, UKand Paula FeliceResearch International, Brazil

INTRODUCTION

Efficient consumer response and category management

Since initiation in 1992, efficient consumer response (ECR) has grown rapidly into a global movement of the consumer goods industry. Essentially, within efficient consumer response there are four strategies of supplier-retailer co-operation, the intention being to create superior value for the consumer at a lower cost to both parties. Table 1 summarises the four efficient consumer response strategies.

TABLE 1:FOUR BASIC EFFICIENT CONSUMER RESPONSE STRATEGIES...

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