In the field of marketing, a business catalog plays a crucial role in shaping and promoting the business strategy of companies. According to Kotler and Keller (2016), a business catalog is not just a list of products or services but also includes elements such as pricing, distribution channels, and advertising strategies.
One of the advantages of using a business catalog is its ability to provide an overview of all the products and services that a company offers. It helps the company identify strong and weak areas, enabling informed strategic decisions (Smith, 2018).
However, there are also disadvantages to consider. According to Porter (1985), dividing products into multiple categories can lead to inefficient resource consumption and distract from key products or services.
Overall, a business catalog is an essential tool but requires careful consideration and strategic direction. To optimize the effectiveness of a business catalog, companies need to combine capturing quantitative information and applying advanced marketing theories to achieve maximum benefits.
