New Vertical Marketing of Producers and Small Traders

U odnosima maloprodavača i proizvođača već dugo se razvijaju različiti oblici vertikalnoga marketinga. Međutim, u suvremenim uvjetima maloprodajnih globalnih kompanija prvenstveno se radi o koncepciji upravljanja kategorijama proizvoda (engl. category management - CM). Naime, preduvjeti uspjeha u poslovanju suvremenih maloprodajnih gospodarskih subjekata u novome visokokonkurentnom okružju kriju se u implementaciji novih menadžerskih koncepcija i novih tehnologija. U ovome se radu najprije daje kratka analiza nekih dosadašnjih teorijskih motrišta suradnje proizvođača i trgovaca u marketinškim kanalima, a potom se analiziraju temeljne postavke novoga vertikalnog marketinga na kojima počiva koncepcija upravljanja kategorijama proizvoda. Osim toga navode se i mogućnosti primjene navedene koncepcije s motrišta maloprodavača. Temeljna hipoteza od koje polaze autori jest neophodnost primjene vertikalnoga marketinga u odnosima suvremenih maloprodajnih gospodarskih subjekata i proizvođača u svim tržišnim gospodarstvima i implementacije upravljanja kategorijama proizvoda u njegovu sklopu.In relations of producers and small traders, diferent forms of vertical marketing develop a long time. However, under the contemporary conditions of retail global companies, the question is frst about conception of products categories called category management – CM. Namely, the prerequisites of business success of contemporary retail economic subjects in new highly competitive environment hide in the implementation of new managing conceptions and new technologies. This paper first gives a short analysis of some former theoretical cooperation viewpoints of producers and traders in marketing channels; later, it analyzes the basic assumptions of new vertical marketing on which rests the conception of category management. Besides, the paper states the application possibilities of the stated conception from the trader’s point of view. The basic hypothesis from which the authors start is the indispensability of vertical marketing application in the relations of contemporary retail economic subjects and producers in all market economies and the implementation of category management in its structure