We had a debate - "needs can be created", I disagree.
In my opinion 'needs' are something so basic that they are inherent in (almost) all humans, like hunger, thirst, sleep, the need to look good, the need to become faster, stronger or better, the need for more convenience, the need of love, affection, communication, the need to explore, go places, the need to learn etc.
I strongly believe that products are made to satisfy these core needs. However, they change form with time.
I strongly believe that products are made to satisfy these core needs. However, they change form with time.
For example - the need to communicate has been satisfied by - sending messengers, having pegions, letters, phone, pagers, mobile & so on - the products keep on changing but the need that they address has always been the same.
Similarly, there are expressed needs & there are unexpressed needs or hidden needs, & what the marketer can do is create products to satisfy the expressed needs & discover & ignite the unexpressed needs, for example - humans have always appreciated music but they were not aware that it can be listened while moving but then Sony invented walkman & the rest is history
One more example is that humans always had the need of capturing life's moments, they made paintings on walls of the caves then one day a company created camera, from then the product has been modified many times to make it easier & better for people to satisfy their need of convenience & capturing life's precious moments & mobile with camera is an extension of company's effort to satisfy the underlying needs of people.
my conclusion is - needs can not be created, they are there inside the humans & marketer's task is to find them convert it into products & satisfy them & constantly improve the products to satisfy them in a better way.
Similarly, there are expressed needs & there are unexpressed needs or hidden needs, & what the marketer can do is create products to satisfy the expressed needs & discover & ignite the unexpressed needs, for example - humans have always appreciated music but they were not aware that it can be listened while moving but then Sony invented walkman & the rest is history
One more example is that humans always had the need of capturing life's moments, they made paintings on walls of the caves then one day a company created camera, from then the product has been modified many times to make it easier & better for people to satisfy their need of convenience & capturing life's precious moments & mobile with camera is an extension of company's effort to satisfy the underlying needs of people.
my conclusion is - needs can not be created, they are there inside the humans & marketer's task is to find them convert it into products & satisfy them & constantly improve the products to satisfy them in a better way.
What do you say???
I think, In some cases need can also be created! First do you think that sleeping is a need for human being? Suppose, when people was living in an brutal arena, they did not have any idea about the standard timing (better for human body) of sleeping (the basic need defined by Abraham Maslow). When it was discovered that avg. sleeping need for human is 7-8 hours, then I can expect that many of the people (who were sleeping less than that time) started sleeping 7-8 hours in a day for their psychological safety! So, what would you say? Was not need being created?
ReplyDeleteI think, In some cases need can also be created! First do you think that sleeping is a need for human being? Suppose, when people was living in an brutal arena, they did not have any idea about the standard timing (better for human body) of sleeping (the basic need defined by Abraham Maslow). When it was discovered that avg. sleeping need for human is 7-8 hours, then I can expect that many of the people (who were sleeping less than that time) started sleeping 7-8 hours in a day for their psychological safety! So, what would you say? Was not need being created?
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