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A category manager reports to the marketing manager and is responsible for the marketing of the several brands falling under a generic product category such as coffee, dessert, and oral hygiene. This manager is responsible for maximizing the total profit from the mix of brands in the category. This may be done by allocating funds and marketing effort according to the profit potential of each brand in the mix; also deleting weak brands and adding new brands with higher profit potential.[1]


  1. ^ American Marketing Association. AMA Dictionary.

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