Conceptual model of marketing management of product assortment in retail trade

<jats:p>The article substantiates the conceptual foundations of marketing-oriented assortment management in retail, aimed at balancing the economic efficiency of the product offering with the creation of customer value. The dual nature of product assortment is revealed: on the one hand, it is a source of costs and operational complexity for the retailer; on the other, it serves as a tool for satisfying customer needs, shaping customer experience, and achieving competitive positioning. Two strategic models of assortment management are systematized: cost optimization and maximization of added customer value. Marketing-oriented assortment management is presented as a mechanism for balancing the opposite ends of the assortment decision continuum, depending on the retailer’s business strategy, store format, and product category specifics. This approach enables assortment decisions to be aligned with the retailer’s strategic priorities and market positioning. The strategic nature of marketing-oriented assortment management is demonstrated. It is shown to integrate the tools of category management, assortment optimization, behavioral, spatial, and predictive analytics. An optimal assortment matrix is proposed to be formed at the intersection of three dimensions: customer, economic, and operational. Decisions on the inclusion, retention, replacement, or rotation of product items should be based on their ability to create customer value, generate an economic contribution, and fit the operational capabilities of the retail enterprise. A conceptual model of marketing-oriented assortment management is developed that links the retailer’s business strategy and positioning, customer and market research, assortment decisions, and operational processes to the formation of its value proposition. Keywords: marketing, management, product assortment, retail, customer value, product offering.</jats:p>