Kate wants to analyze the target audience for her company’s product. She wants to understand their needs so she can relate to them. Her company’s product is luxury homes. The buyers get to have a good location to live in and are able to interact with quality neighbors. Katie wants to use Maslow’s hierarchy of needs to understand the buyer’s needs. Which needs would the company’s product fulfill for the buyers?
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The merchandising team, which includes lead buyers, buyers, assistant buyers, and merchandising assistants, scours the earth for the best brands in a product category and then meets with vendors and decides which will sell best at Zappos. This strategy of overseeing a product line is known as
category management
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