3.1 : 需要、需求、欲望

A need is a basic requirement, essential for a person's physical and psychological well-being.

A want is an upgrade of a basic need influenced by a person's knowledge, culture, or personality.

And desires are wants that are activated by promotional strategies and branding.

Ray-Ban offers a compelling example of how marketers leverage this understanding to deliver superior value to customers. 

At the need level, Ray-Ban ensures UV protection and glare reduction, like most sunglasses.

But, it goes beyond mere functionality by incorporating stylish designs, diverse lens options, and an iconic brand image, transforming sunglasses from a necessity into a fashion statement. This caters to customer wants.

Further, Ray-Ban skillfully creates a desire for sophistication and style through celebrity endorsements and influencers.

And launching new products like smart glasses makes the brand appealing to individuals desiring a blend of style, quality, and technology.

This shows that understanding the distinction between needs, wants, and desires helps businesses tailor their products and services to exceed customer expectations.