|
When people say Apple has built things people didn't know they need, it's not really true. Apple has built things that meet the needs people have always had. More than any other consumer company, Apple gets what people really, fundamentally need. That's why announcements like last week's Apple Watch tend to have the cultural impact they do. 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Apple Watch首发时所标榜的，它正产生着深刻的文化影响力。 When we think of needs and products we often go right to Maslow's Hierarchy of Needs, the ubiquitous theory that human needs manifest in a specific sequence, from base survival to the pinnacle of self-actualization. Marketers have spent decades figuring out at what level of Maslow's hierarchy their customers are stuck, and then offering products and marketing for that need. Think of Campbell's "Mmm-mmm Good" campaign at one end and Lexus's "Relentless Pursuit of Perfection" at the other. If Maslow was right, brands needed to target a single need, satisfy it well, and be done. 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。 | 
