Apple Watch绝对不是个没用的东西
<p><span word="When">When</span> <span word="people">people</span> <span word="say">say</span> <span word="Apple">Apple</span> <span word="has">has</span> <span word="built">built</span> <span word="things">things</span> <span word="people">people</span> <span word="didn">didn</span>'<span word="t">t</span> <span word="know">know</span> <span word="they">they</span> <span word="need">need</span>, <span word="it">it</span>'<span word="s">s</span> <span word="not">not</span> <span word="really">really</span> <span word="true">true</span>. <span word="Apple">Apple</span> <span word="has">has</span> <span word="built">built</span> <span word="things">things</span> <span word="that">that</span> <span word="meet">meet</span> <span word="the">the</span> <span word="needs">needs</span> <span word="people">people</span> <span word="have">have</span> <span word="always">always</span> <span word="had">had</span>. <span word="More">More</span> <span word="than">than</span> <span word="any">any</span> <span word="other">other</span> <span word="consumer">consumer</span> <span word="company">company</span>, <span word="Apple">Apple</span> <span word="gets">gets</span> <span word="what">what</span> <span word="people">people</span> <span word="really">really</span>, <span word="fundamentally">fundamentally</span> <span word="need">need</span>. <span word="That">That</span>'<span word="s">s</span> <span word="why">why</span> <span word="announcements">announcements</span> <span word="like">like</span> <span word="last">last</span> <span word="week">week</span>'<span word="s">s</span> <span word="Apple">Apple</span> <span word="Watch">Watch</span> <span word="tend">tend</span> <span word="to">to</span> <span word="have">have</span> <span word="the">the</span> <span word="cultural">cultural</span> <span word="impact">impact</span> <span word="they">they</span> <span word="do">do</span>.</p><p>当人们谈及苹果品牌，常常说，它制造了一些人们不知道自己需要的产品，其实并非如此。苹果早已制造了人们日常所需的产品。甚至比其他的产品公司，苹果从人们根本所需的基础上制造产品，正如不久前<span word="Apple">Apple</span> <span word="Watch">Watch</span>首发时所标榜的，它正产生着深刻的文化影响力。</p><p><span word="When">When</span> <span word="we">we</span> <span word="think">think</span> <span word="of">of</span> <span word="needs">needs</span> <span word="and">and</span> <span word="products">products</span> <span word="we">we</span> <span word="often">often</span> <span word="go">go</span> <span word="right">right</span> <span word="to">to</span> <span word="Maslow">Maslow</span>'<span word="s">s</span> <span word="Hierarchy">Hierarchy</span> <span word="of">of</span> <span word="Needs">Needs</span>, <span word="the">the</span> <span word="ubiquitous">ubiquitous</span> <span word="theory">theory</span> <span word="that">that</span> <span word="human">human</span> <span word="needs">needs</span> <span word="manifest">manifest</span> <span word="in">in</span> <span word="a">a</span> <span word="specific">specific</span> <span word="sequence">sequence</span>, <span word="from">from</span> <span word="base">base</span> <span word="survival">survival</span> <span word="to">to</span> <span word="the">the</span> <span word="pinnacle">pinnacle</span> <span word="of">of</span> <span word="self">self</span>-<span word="actualization">actualization</span>. <span word="Marketers">Marketers</span> <span word="have">have</span> <span word="spent">spent</span> <span word="decades">decades</span> <span word="figuring">figuring</span> <span word="out">out</span> <span word="at">at</span> <span word="what">what</span> <span word="level">level</span> <span word="of">of</span> <span word="Maslow">Maslow</span>'<span word="s">s</span> <span word="hierarchy">hierarchy</span> <span word="their">their</span> <span word="customers">customers</span> <span word="are">are</span> <span word="stuck">stuck</span>, <span word="and">and</span> <span word="then">then</span> <span word="offering">offering</span> <span word="products">products</span> <span word="and">and</span> <span word="marketing">marketing</span> <span word="for">for</span> <span word="that">that</span> <span word="need">need</span>. <span word="Think">Think</span> <span word="of">of</span> <span word="Campbell">Campbell</span>'<span word="s">s</span> "<span word="Mmm">Mmm</span>-<span word="mmm">mmm</span> <span word="Good">Good</span>" <span word="campaign">campaign</span> <span word="at">at</span> <span word="one">one</span> <span word="end">end</span> <span word="and">and</span> <span word="Lexus">Lexus</span>'<span word="s">s</span> "<span word="Relentless">Relentless</span> <span word="Pursuit">Pursuit</span> <span word="of">of</span> <span word="Perfection">Perfection</span>" <span word="at">at</span> <span word="the">the</span> <span word="other">other</span>. <span word="If">If</span> <span word="Maslow">Maslow</span> <span word="was">was</span> <span word="right">right</span>, <span word="brands">brands</span> <span word="needed">needed</span> <span word="to">to</span> <span word="target">target</span> <span word="a">a</span> <span word="single">single</span> <span word="need">need</span>, <span word="satisfy">satisfy</span> <span word="it">it</span> <span word="well">well</span>, <span word="and">and</span> <span word="be">be</span> <span word="done">done</span>.</p><p>当谈及到人们的生活所需，我们常常都会想到马斯洛需求层次理论，也就是人类在每个阶段的不同需求，从底部最基本的生存需求到顶端的自我实现需求。市场营销人员多年来不断进行研究，消费者的需求处于哪个层次，并相应地为人们提供生活所需品。试思考，以"嗯…不错"为口号的坎贝尔罐头公司的市场战役和以"不懈地追求完美"为目标的凌志汽车公司是如何不断追求满足消费者需求的。如果马斯洛的理论是符合现实的，那么那些著名的品牌就需要重新定位，把目标从人们的基本需求方面制定，做到尽善尽美。</p>
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