IranMCT تیم مشاوران مدیریت ایران
Iran Management Consultant Team
ارائه خدمات مشاوره مدیریت
مشاوره برندینگ و برندسازی
مشاوره مدیریت تبلیغات
The euphoric era of selling once is over, and the effectiveness of advertising is now suspected (although it was only over-estimated originally), and there are also the effects of recession and deflation, and further the population will decline rapidly As a result, traditional marketing is no longer valid. As for retail, businesses that rely on new customers are becoming increasingly difficult.
While the tactics that Drucker and Kotler once advocated, that is, the essence of marketing, are still valid, most of them have become meaningless in tactics represented by mass marketing.
But this is a matter of course. If the world changes and consumers change, marketing must change. Marketing always adapts to the market and creates a desire to buy.
I will write about the marketing of the present and future eras-new marketing-while thinking about myself.
Needs and Wants
First of all, these words (needs and wants) are used vaguely.
So, this time, I will introduce the definitions that can be broadly classified into two, so please understand that. I am a language that I rarely use, and it is sufficient if I know it as knowledge.
Confused, defining needs and wants
There are people who say various things even when searching on the net.
However, if it is roughly classified, it can be divided into the people who are saying on the basis of "the existence and potential" and the people who use it as the "low order and the high order" story.
First of all, it is the definition of the people who regard needs as "actual desires" and wants as "potential needs".
In other words, it is a need that feels a specific need, and a want that is somehow vaguely desired.
For example, "want to eat something because I'm hungry," and "want to eat a hamburger at McDonald's in front of the station" is the interpretation of needs.
Wants is abstract and more specific is the way of understanding needs.
Close to this are people who bring up deep psychology.
For example, in contrast to the aphorism that "the person who wants to buy a drill does not want a drill but wants to make a hole," he wrote here the other day, this is "the story of needs and wants" There was a person who commented, but that is the story.
"Low-order, high-order" theory
Another definition is " Maslow's desire stage theory ", and there are those who set needs as "low-order needs" and want as "high-order needs".
The " Maslow's stage of desire stage " is changed from the guarantee of life to human's desire, to the desire to get spiritual fulfillment such as wanting to be loved or respected by human being, as shown in the following figure. To go.
This point is that you must use the lower (lower order) desires in a phased manner.
The introductory book at hand had written this commentary.
The essential physiological needs of human life are called "needs". Once this need has been fulfilled, the desire to have something extravagant can be distinguished by calling it "wants".
is what it reads.
In the picture of Maslow, two from the top are wants, and the remaining three are needs.
In other words, using this, for example, it is explained that needs should be satisfied if you can satisfy the hunger, and wanting that you want to eat good food in a high-quality restaurant is want.
Derived from here, the need is "I want to eat something because I'm hungry," while the one wants to "want to eat full-course meals at famous stores even if I'm not hungry" Some people say that.
Needs and wants, real definition
In the "low / high" theory, whether it is luxury or not is the criteria for the classification, while the "low / high" theory is divided into whether it is concrete or abstract. When it comes out, you need to check what definition the other party uses the word.
I think that it is the influence of Philip Kotler that the need and want came to appear in the keyword in marketing.
Kotler defines marketing itself as follows.
“Marketing is a social and administrative process in which individuals and groups meet their needs and wants through creation and exchange of products and values.”
(Kottler, Armstrong “New Edition Marketing Principles” Wada, Aoi, Diamond , 1995)
According to Kotler, needs are defined as "the condition in which human beings need to be fulfilled is deprived". In addition, Wants seems to be "the desire to want a specific thing to meet the needs".
As long as you read this, the theory of "appearance / subtraction" is closer to Kotler's definition. However, this is not necessarily the correct answer, and since this is a simple English word, it means that the meaning changes on a case-by-case basis.
[This part is corrected because it was wrong 20111128]
As long as this is read, it is different from any of the above. It seems that the fact that Wants is concrete is different from the "actual / subt" theory.
Of course, Kotler's writing does not mean that it is the correct answer, but a clear definition was difficult, and it was well understood that it was broken according to the source.
If it is an ambiguous definition, it is also good to speak without using it
The confusion of needs and wants so far may have been due to the fact that they were easy-to-understand English words.
In addition, the terms "apparent, latent" and "low-order, higher-order" as well as the needs and wants as terms are appropriate or not, and the content being said is extremely fair and not wrong in the marketing concept. Hmm.
(That's why I get confused again)
As I introduced here, the definition is vague at the moment, and different definitions are used in the commercially available primer. First of all, I would like you to be aware of this confusing situation, and on top of that I think you should try to speak with as few vague words as possible.