EDN: BABWHG
Authors:
AZAROVA Svetlana Petrovna
Abstract.
A product is one of the most significant objects on the market, has its own value and use value, has a certain level of quality and a set of properties, production and consumption efficiency indicators, as well as other important characteristics. Only with the constant improvement of product policy management can a company survive, develop and resist in tough competition. The article considers the basic concepts of the commodity policy of a manufacturing enterprise and the stages of its formation, analyzes the properties by product levels in the multi-attribute model of F. Kotler, the classification of goods according to the main features is presented, directions for deepening the classification of food products according to the criterion of the thermal state of the product, the method, material and type of packaging are proposed, a comparative description of the consumer properties of food products and the functions of packaging food products is given, a correlation is revealed for a number of characteristics, and proposals for expanding the classification features of food products, a toolkit of morphological tables is proposed for systematizing the manifested and latent properties of goods, in order to combine them to develop new modifications of the goods and update the product range of the enterprise, the role of the emotional function of packaging, its relationship with the brand and merchandising is shown.
Keywords:
product policy, consumer properties of the product, market, classification of properties, product packaging, emotional function of the product, brand, merchandising
