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Recent update: On October 11, 2013, people may decide to buy a product or service because they need it.
However, they meet their needs according to which brand, choose which brand to buy or from which company to buy.
My mother used to jokingly tell me that I never wanted anything in my life --
Everything I want is what I need! ! Think about it.
I need a new car, we said.
"I need to go on vacation.
"I need someone to clean my house.
"When was the last time you heard someone say" I want a new pair of shoes.
"I bet even Amelda Marcos said," I need a new pair of shoes.
"As consumers, at least in our own minds, we prove that our purchases are what we need.
As business owners, selling our products or services, we are convinced that customers buy products from us because they need what we provide.
We are trying to meet the needs of our customers rather than focusing on meeting their needs.
If the customer makes the purchase decision as needed, we will all be driving the Ts model, and Henry Ford will be right, "as long as it is black, the customer can have any color he wants.
"People may buy product categories because they need them.
However, they buy specific brands or specific companies according to their needs.
In other words, the whole market needs to be defined and the market segment needs to be defined.
For example, people buy watches because they need to know the time of the watch.
One person buys Rolex because they want to have the status and prestige of Rolex, while the other buys Timex because they want cheap reliability.
When we talk about consumer goods, it is often easier to see the role of demand in purchasing decisions.
However, this concept is equally important even in business --to-
Business environment.
The decision makers in the business world are the same as those in the consumer world.
No matter how logical the surface reason for the demand is, the factors (s)
The size of the purchase will be desired.
A few years ago, I needed to select an advertising company to develop brochures and ads for the company I work.
There are thousands of institutions across the country, and hundreds of institutions on the market can meet this demand.
I want a local person who is big enough to handle these projects but small enough that I can be their main client.
It is these demands that drive my decision to choose.
In my position, others may want to work with the largest and most prestigious organization that will take over their business.
That person will choose a completely different institution to meet the same basic needs.
To successfully market your product or service, be sure to be part of a crowd that needs your product but wishes are not met or not well met.
Ask yourself these questions: Then design your marketing information to meet these needs.
C 2003 strategyBY-
DESIGNJulie may be the president's strategy,by-Design.
She has over 18 years of professional experience in training, marketing, management and operations.
Visit her website at www. strategies-by-design.