{"id":6205,"date":"2023-12-14T23:33:18","date_gmt":"2023-12-14T14:33:18","guid":{"rendered":"https:\/\/www.sanosemi.com\/sano_lecture\/?p=6205"},"modified":"2023-12-15T12:06:31","modified_gmt":"2023-12-15T03:06:31","slug":"%e3%82%b3%e3%83%88%e3%83%a9%e3%83%bc%e3%81%ab%e3%81%8a%e3%81%91%e3%82%8bneeds%e3%81%a8wants%e3%81%ae%e5%8c%ba%e5%88%a5%e3%81%a8%e9%80%a3%e9%96%a2","status":"publish","type":"post","link":"https:\/\/www.sanosemi.com\/sano_lecture\/archives\/6205","title":{"rendered":"\u30b3\u30c8\u30e9\u30fc\u306b\u304a\u3051\u308bneeds\u3068wants\u306e\u533a\u5225\u3068\u9023\u95a2\u306b\u95a2\u3059\u308b\u7d4c\u55b6\u6280\u8853\u8ad6\u7684\u8996\u70b9\u304b\u3089\u306e\u7406\u89e3"},"content":{"rendered":"
\uff11\uff0e\u30b3\u30c8\u30e9\u30fc\u306f\u3001\u30de\u30fc\u30b1\u30c6\u30a3\u30f3\u30b0\u306e\u4e2d\u6838\u7684\u6982\u5ff5(core concept)\u3068\u3057\u3066\u3001needs, wants, demand\u3068\u3044\u30463\u3064\u306e\u6b21\u5143\u306e\u533a\u5225\u3092\u4e0b\u8a18\u306e\u3088\u3046\u306a\u5f62\u3067\u8ad6\u3058\u3066\u3044\u308b\u3002<\/div>\n
\u3000<\/div>\n
\n
\u6b21\u51431\uff1eneeds<\/div>\n
\n \u300c\u30fb\u30fb\u30fb\u3092\u5fc5\u8981\u3068\u3059\u308b\u300d\u3068\u3044\u3046\u610f\u5473\u306b\u304a\u3051\u308b\u30cb\u30fc\u30ba\u3001\u3059\u306a\u308f\u3061\u3001\u300c\u6b20\u4e4f\u72b6\u614b\u306b\u95a2\u3059\u308b\u8a8d\u8b58\u300d\u3092\u610f\u5473\u3059\u308b\u3082\u306e\u3068\u3057\u3066\u306e\u30cb\u30fc\u30ba<\/div>\n
\u3000<\/div>\n
\u6b21\u51432\uff1ewants<\/div>\n
\u300c\u30fb\u30fb\u30fb\u3092\u6b32\u3057\u3044\u300d\u3068\u3044\u3046\u610f\u5473\u306b\u304a\u3051\u308b\u30cb\u30fc\u30ba\u3001\u3059\u306a\u308f\u3061\u3001\u300c\u88fd\u54c1\u306b\u5bfe\u3059\u308b\u6b32\u6c42\u300d\u3092\u610f\u5473\u3059\u308b\u3082\u306e\u3068\u3057\u3066\u306e\u30cb\u30fc\u30ba<\/div>\n
\u3000<\/div>\n
\u6b21\u51433\uff1edemand<\/div>\n
\u300c\u30fb\u30fb\u30fb\u3092\u8cfc\u5165\u3059\u308b\u300d\u3068\u3044\u3046\u610f\u5473\u306b\u304a\u3051\u308b\u30cb\u30fc\u30ba\u3001\u3059\u306a\u308f\u3061\u3001\u300c\u88fd\u54c1\u306e\u8cfc\u5165\u884c\u70ba\u300d\u3092\u610f\u5473\u3059\u308b\u3082\u306e\u3068\u3057\u3066\u306e\u30cb\u30fc\u30ba<\/div>\n<\/div>\n
\u3000<\/div>\n
\uff12\uff0e\u300c\u751f\u7269\u5b66\u7684\u306a\u610f\u5473\u3067\u306elife\u306b\u95a2\u308f\u308b\u30cb\u30fc\u30ba\u300d\u3068\u3057\u3066\u306e\u98df\u4e8b\u3092\u4f8b\u306b\u3068\u308b\u3068\u3001\u4e0b\u8a18\u306e\u3088\u3046\u306b\u306a\u308b\u3002<\/div>\n
\u3000<\/div>\n
\n
(1) \u300cneeds\u300d\u3068\u3057\u3066\u306e\u98df\u4e8b<\/div>\n
\u300c\u6b20\u4e4f\u3092\u6e80\u305f\u3059\u300d\u3068\u3044\u3046\u610f\u5473\u306b\u304a\u3044\u3066useful\u306a\u3082\u306e\u3068\u3057\u3066\u306e\u98df\u4e8b<\/div>\n
\uff3b\u30ab\u30ed\u30ea\u30fc\u6442\u53d6\u3001\u6804\u990a\u6442\u53d6\u3001\u6c34\u5206\u6442\u53d6\u306a\u3069\u306e\u5fc5\u8981\u6027\u306b\u5bfe\u5fdc\u3057\u305f\u3082\u306e\u3068\u3057\u3066\u306e\u98df\u4e8b\u3001\u3059\u306a\u308f\u3061\u3001\u4eba\u9593\u306e\u751f\u547d\u7dad\u6301\u306b\u5f79\u7acb\u3064\u3082\u306e\u3068\u3057\u3066\u306e\u98df\u4e8b\uff3d<\/div>\n
\u3000<\/div>\n
\u4eba\u9593\u306f\u30ab\u30ed\u30ea\u30fc\u3001\u6804\u990a\u3001\u6c34\u5206\u306a\u3069\u304c\u4e0d\u8db3\uff08\u6b20\u4e4f\uff09\u3057\u3066\u3044\u308b\u3068\u3001\u751f\u547d\u7dad\u6301\u306b\u554f\u984c\u304c\u751f\u3058\u308b\u3002\u751f\u547d\u7dad\u6301\u306e\u305f\u3081\u306b\u306f\u3001\u30ab\u30ed\u30ea\u30fc\u3001\u6804\u990a\u3001\u6c34\u5206\u306a\u3069\u3092\u6442\u53d6\u3059\u308b\u5fc5\u8981\u304c\u3042\u308b<\/strong><\/em>\u3002\u3059\u306a\u308f\u3061\u3001\u98df\u3079\u7269\u306b\u3088\u308a\u30ab\u30ed\u30ea\u30fc\u30fb\u6804\u990a\u3092\u6442\u53d6\u3057\u3001\u98f2\u307f\u7269\u306b\u3088\u308a\u6c34\u5206\u3092\u6442\u53d6\u3059\u308b\u3053\u3068\u306f\u3001\u4eba\u9593\u304c\u751f\u547d\u3092\u7dad\u6301\u3059\u308b\u306e\u306b\u5f79\u7acb\u3064<\/strong><\/em>\u3002\u504f\u98df\u3084\u62d2\u98df\u75c7\u306a\u3069\u306e\u3088\u3046\u306b\u98df\u4e8b\u306b\u3088\u308b\u30ab\u30ed\u30ea\u30fc\u30fb\u6804\u990a\u306e\u6442\u53d6\u91cf\u304c\u5fc5\u8981\u91cf\u3088\u308a\u3082\u4e0d\u8db3\u3057\u3066\u3044\u308c\u3070\u3001\u3059\u306a\u308f\u3061\u3001\u5fc5\u8981\u91cf\u3092\u6e80\u305f\u3055\u306a\u3044\u6b20\u4e4f\u72b6\u614b\u304c\u6301\u7d9a\u3059\u308b\u3068\u3001\u4f53\u3092\u58ca\u3059\u3002\u307e\u305f\u4f55\u65e5\u3082\u98f2\u307f\u7269\u3092\u53d6\u3089\u305a\u3001\u6c34\u5206\u6442\u53d6\u91cf\u304c\u5fc5\u8981\u91cf\u3088\u308a\u3082\u4e0d\u8db3\u3057\u3066\u3044\u308c\u3070\u3001\u3059\u306a\u308f\u3061\u3001\u5fc5\u8981\u91cf\u3092\u6e80\u305f\u3055\u306a\u3044\u6b20\u4e4f\u72b6\u614b\u304c\u6301\u7d9a\u3059\u308b\u3068\u3001\u6b7b\u4ea1\u3057\u3066\u3057\u307e\u3046\u3002\uff08\u98df\u3079\u7269\u306e\u4e2d\u306b\u3082\u6c34\u5206\u304c\u542b\u307e\u308c\u3066\u306f\u3044\u308b\u304c\u3001\u4e00\u822c\u7684\u306b\u306f\u98df\u3079\u7269\u3060\u3051\u3067\u306f\u751f\u547d\u6d3b\u52d5\u7dad\u6301\u306b\u5fc5\u8981\u306a\u91cf\u306e\u6c34\u5206\u6442\u53d6\u304c\u3067\u304d\u306a\u3044\u3002\uff09<\/div>\n
\u3000<\/div>\n
(2) \u300cwants\u300d\u3068\u3057\u3066\u306e\u98df\u4e8b<\/div>\n
\uff3b\u5065\u5eb7\u306a\u4eba\u9593\u3067\u3042\u308c\u3070\u4e00\u5b9a\u306e\u6642\u9593\u7d4c\u904e\u3068\u3068\u3082\u306b\u7a7a\u8179\u611f\u306b\u3088\u308a\u3001\u98df\u4e8b\u3092\u3057\u305f\u3044\u3068\u6b32\u3059\u308b\u3088\u3046\u306b\u306a\u308b\u3002\uff3d<\/div>\n
\u4eba\u306f\u300c\u304a\u8179\u304c\u3059\u3044\u305f\u300d\u3068\u611f\u3058\u3001\u300c\u4f55\u304b\u3092\u98df\u3079\u305f\u3044\u300d\u3068\u6b32\u3059\u308b<\/strong><\/em>\u3088\u3046\u306b\u306a\u308b\u3002\n<\/div>\n
\u3000<\/div>\n
(3) \u300cdemand\u300d\u3068\u3057\u3066\u306e\u98df\u4e8b<\/strong><\/div>\n
\uff3b\u4eba\u306f\u8ca1\u5e03\u306e\u4e2d\u306b\u5165\u3063\u3066\u3044\u308b\u304a\u91d1\uff08\u81ea\u5206\u306e\u53ce\u5165\u306e\u5185\u3067\u98df\u4e8b\u306b\u307e\u308f\u305b\u308b\u304a\u91d1\uff09\u3068\u3044\u3046\u5236\u7d04\u306e\u4e2d\u3067\u3001\u300c\u98df\u3079\u305f\u3044\u300d\u30e2\u30ce\u3092\u8cb7\u3046\u3002\uff3d<\/div>\n
\u713c\u8089\u3001\u548c\u725b\u30b9\u30c6\u30fc\u30ad\u3001\u713c\u304d\u9b5a\u3001\u65e5\u672c\u6599\u7406\u3001\u4e2d\u83ef\u6599\u7406\u3001\u30d5\u30e9\u30f3\u30b9\u6599\u7406\u3001\u30ed\u30b7\u30a2\u6599\u7406\u3001\u30bf\u30a4\u6599\u7406\u3001\u30ab\u30ec\u30fc\u30e9\u30a4\u30b9\u3001\u5206\u5b50\u8abf\u7406\u6cd5\u306b\u3088\u308b\u6599\u7406\u306a\u3069\u3001\u305f\u304f\u3055\u3093\u306e\u300c\u98df\u3079\u305f\u3044\u300d\u30e2\u30ce\u306e\u4e2d\u304b\u3089\u3001\u4eba\u306f\u81ea\u5206\u306e\u8ca1\u5e03\u3068\u76f8\u8ac7\u3057\u306a\u304c\u3089\u4f55\u3092\u98df\u3079\u308b\u304b\u3092\u6c7a\u5b9a\u3059\u308b\u3002\n<\/div>\n
\u3000<\/div>\n<\/div>\n
\uff13\uff0e\u300c\u751f\u7269\u5b66\u7684\u306a\u610f\u5473\u3067\u306elife\u306b\u95a2\u308f\u308b\u30cb\u30fc\u30ba\u300d vs \u300c\u793e\u4f1a\u6b21\u5143\u7684\u610f\u5473\u3067\u306elife\u306b\u95a2\u308f\u308b\u30cb\u30fc\u30ba\u300d<\/div>\n
\u3000<\/div>\n
\n

a. \u30b3\u30c8\u30e9\u30fc\u81ea\u8eab\u306f\u3001needs\u3092\u98df\u7269\u3001\u8863\u670d\u3001\u4f4f\u5c45(shelter)\u3001\u5b89\u5168\u3001[\u793e\u4f1a\u7684]\u5e30\u5c5e(belonging)\u3001\uff3b\u793e\u4f1a\u7684\uff3d\u8a55\u4fa1(esteem)\u306a\u3069\u3068\u3044\u3063\u305f\u4eba\u9593\u7684\u751f\u5b58\u306b\u5fc5\u8981\u306a\u30e2\u30ce\u3068\u306e\u95a2\u4fc2\u3067\u898f\u5b9a\u3057\u3066\u3044\u308b\u3001\u305d\u3057\u3066\u305d\u308c\u3089\u4eba\u9593\u7684\u751f\u5b58\u306b\u5fc5\u8981\u306a\u30e2\u30ce\u306b\u95a2\u308f\u308b\u300c\u57fa\u672c\u7684\u5145\u8db3\u306e\u6b20\u4e4f\u3092\u611f\u3058\u3066\u3044\u308b\u72b6\u614b(a state of felt deprivation of some basic satisfaction)\u300d\u3068\u898f\u5b9a\u3057\u3066\u3044\u308b\u3002<\/p>\n

\u3000A useful distinction can be drawn between needs,wants,anddemands. A human need is a state of felt deprivation of some basic satisfaction<\/em>. People require food, clothing,shelter,safety, belonging, esteem,and a few other things for survival.These needs are not created by their society or by marketers; they exist in the very texture of human biology and the human condition.
\n\uff3b\u51fa\u5178\uff3dKotler, P.(1967,1994) Marketing Management<\/em>, 8th Edition, Prentice-Hall, p.7\n<\/div>\n
\u3000<\/div>\n

b.\u793e\u4f1a\u7684life\u306b\u95a2\u308f\u308b\u30cb\u30fc\u30ba\u3068\u3001\u751f\u7269\u7684life\u306b\u95a2\u308f\u308b\u30cb\u30fc\u30ba\u3068\u3067\u306f\u3001\u30cb\u30fc\u30ba\u5145\u8db3\u306b\u95a2\u308f\u308b\u3042\u308a\u65b9\u304c\u7570\u306a\u308b\u3002
\n\u3000\u306a\u304a\u98df\u7269\u3001\u8863\u670d\u3001\u4f4f\u5c45(shelter)\u3001\u5b89\u5168\u3068\u3044\u3063\u305f\u30cb\u30fc\u30ba\u306f\u3001\u793e\u4f1a\u7684life\u306b\u95a2\u308f\u308b\u30cb\u30fc\u30ba\u3068\u3001\u751f\u7269\u7684life\u306b\u95a2\u308f\u308b\u30cb\u30fc\u30ba\u3068\u3044\u3046\u4e8c\u3064\u306e\u5074\u9762\u3092\u6301\u3064\u3053\u3068\u306b\u6ce8\u610f\u3059\u308b\u5fc5\u8981\u304c\u3042\u308b\u3002\u3059\u306a\u308f\u3061\u3001\u300c\u3069\u306e\u3088\u3046\u306a\u98df\u3079\u7269\u3092\u98df\u3079\u308b\u306e\u304b\uff1f\u98df\u3079\u308b\u3053\u3068\u304c\u3067\u304d\u308b\u306e\u304b\uff1f\u300d\u3001\u300c\u3069\u306e\u3088\u3046\u306a\u8863\u670d\u3092\u7740\u308b\u306e\u304b\uff1f\u7740\u308b\u3053\u3068\u304c\u3067\u304d\u308b\u306e\u304b\uff1f\u300d\u3001\u300c\u3069\u306e\u3088\u3046\u306a\u4f4f\u5c45\u306b\u4f4f\u3080\u306e\u304b\uff1f\u4f4f\u3080\u3053\u3068\u304c\u3067\u304d\u308b\u306e\u304b\uff1f\u300d\u3001\u300c\u5b89\u5168\u3092\u3069\u306e\u3088\u3046\u306b\u78ba\u4fdd\u3059\u308b\u306e\u304b\uff1f\u78ba\u4fdd\u3067\u304d\u308b\u306e\u304b\uff1f\u300d\u306f\u3001\u305d\u3046\u3057\u305f\u30cb\u30fc\u30ba\u306e\u5145\u8db3\u306b\u95a2\u308f\u308b\u4e3b\u4f53\u7684\u8a8d\u8b58\u306e\u793e\u4f1a\u7684\u5b58\u5728\u88ab\u62d8\u675f\u6027\u3001\u30cb\u30fc\u30ba\u5145\u8db3\u5f62\u614b\u306b\u95a2\u308f\u308b\u4ed6\u8005\u8a55\u4fa1\u30fb\u793e\u4f1a\u7684\u8a55\u4fa1\u306a\u3069\u3001\u793e\u4f1a\u7684life\u3068\u3044\u3046\u8996\u70b9\u304b\u3089\u306e\u8003\u5bdf\u304c\u5fc5\u8981\u306a\u5074\u9762\u3092\u6301\u3063\u3066\u3044\u308b\u3002<\/p>\n<\/div>\n

\u3000<\/div>\n","protected":false},"excerpt":{"rendered":"

\uff11\uff0e\u30b3\u30c8\u30e9\u30fc\u306f\u3001\u30de\u30fc\u30b1\u30c6\u30a3\u30f3\u30b0\u306e\u4e2d\u6838\u7684\u6982\u5ff5(core concept)\u3068\u3057\u3066\u3001n … \u7d9a\u304d\u3092\u8aad\u3080 →<\/span><\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[6,32],"tags":[],"class_list":["post-6205","post","type-post","status-publish","format-standard","hentry","category-theory","category-32"],"_links":{"self":[{"href":"https:\/\/www.sanosemi.com\/sano_lecture\/wp-json\/wp\/v2\/posts\/6205","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.sanosemi.com\/sano_lecture\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.sanosemi.com\/sano_lecture\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.sanosemi.com\/sano_lecture\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.sanosemi.com\/sano_lecture\/wp-json\/wp\/v2\/comments?post=6205"}],"version-history":[{"count":24,"href":"https:\/\/www.sanosemi.com\/sano_lecture\/wp-json\/wp\/v2\/posts\/6205\/revisions"}],"predecessor-version":[{"id":6287,"href":"https:\/\/www.sanosemi.com\/sano_lecture\/wp-json\/wp\/v2\/posts\/6205\/revisions\/6287"}],"wp:attachment":[{"href":"https:\/\/www.sanosemi.com\/sano_lecture\/wp-json\/wp\/v2\/media?parent=6205"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.sanosemi.com\/sano_lecture\/wp-json\/wp\/v2\/categories?post=6205"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.sanosemi.com\/sano_lecture\/wp-json\/wp\/v2\/tags?post=6205"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}