著者

田中 洋

出版者

城西大学

雑誌

城西大学経済経営紀要 (ISSN:03866947)

巻号頁・発行日

vol.16, no.1, pp.29-40, 1998-03-28

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This article aims to reexamine the "consumer needs" concept, one of the most common terms in marketing literature. It is often argued that new products can succeed if they meet current "consumer needs" ; however, consumer needs can usually be defined only after the products are found to be successful in the market. Case studies of recent successful new products are collected and analyzed so as to understand how "consumer needs" were detected and developed. Two types of new product developmental methodologies were found ; "Change gap adaptation" and "Combination of different consumption". Implications for marketing managers were advanced.