BUSINESS INFORM №11-2016

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Section: Management and Marketing
UDC 339.138
Shymko O. V.
The Formation of the Assortment Policy of a Commercial Enterprise: Marketing Approach (p. 408 - 413)
The article is concerned with development of a marketing approach to the process of formation of the assortment policy of retail trade enterprises and substantiation of practical recommendations for its placing on the market for textile goods. The assortment policy of retail trade enterprises has been considered as a totality of processes, principles, resources, and purposes of the assortment management. The factors that significantly impact the capabilities of enterprise in the field of assortment management (specific modalities of functioning and tasks that emerge from the viewpoint of different task priorities) have been allocated. Features of consumer demand as the main factor impacting the formation of assortment of textile goods have been considered. The algorithm for the formation of assortment of textile goods has been improved. Some models of the textile goods assortment depending on approaches to pricing, taking into consideration the life cycles of goods and the flow theory have been proposed, usage of which will increase the validity and efficiency of managerial decision-making.
Keywords: assortment policy, assortment model, assortment of textile goods, marketing approach
Fig.: 1. Tabl.: 1. Bibl.: 10.

Shymko Olha V. – Candidate of Sciences (Economics), Associate Professor, Associate Professor, Department of Management, Academician Stepan Demianchuk International University of Economics and Humanities (4 Academik Stepan Demianchuk Str., Rivne, 33027, Ukraine)
Email: volodya217@ ukr.net

Article is written in Ukrainian
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Reference to this article:
Shymko, Olha V. (2016) “The Formation of the Assortment Policy of a Commercial Enterprise: Marketing Approach.” Business Inform 11:408–413.

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