| Rule 1 |
關注品類利益，而非你自己個別品牌利益
感謝您對大師輕鬆讀的愛護，並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。顧客真的不會因為某品牌提供了其他品牌沒有的功能就購買該品牌。事實上，顧客購買的是在品類上能滿足他們的需求與提供最佳利益組合的產品。有鑑於此，你應該少擔憂品牌差異化，而是要多花時間去發掘顧客對品類的需求。然後專注於比任何人都更能滿足這些品類需求。
感謝您對大師輕鬆讀的愛護，並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。
| Rule 1 |
Obsess over the category benefits, not your own individual brand benefits
感謝您對大師輕鬆讀的愛護，並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。Customers really don’t buy a brand because it offers features others don’t. Instead, customers make a category purchase of whichever product fills their needs and offers the best combination of benefits. With this in mind, you should spend less time worrying about brand differentiation and more time unearthing the customer’s category needs. Then focus on meeting those category needs better than anyone else.
感謝您對大師輕鬆讀的愛護，並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。
顧客想買東西時，購買動機通常來自簡單的需求。他們需要汽油是為了他們的汽車，或者他們需要一袋水泥來用在他們房子四周。為滿足這些需求，顧客首先決定進行品類購買。接著再加上第2個決定，採買該品類中提供最佳整體品類利益組合的產品──而未必是最便宜、絕對最佳品質、他們最先看到或最先想到的。
感謝您對大師輕鬆讀的愛護，並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。
When customers want to buy anything, their purchase is usually motivated by a simple need. They need gasoline for their car, or they need a bag of cement to use around their house. They meet that need first and foremost by deciding to make a category purchase. This decision is then supplemented by a second decision to purchase whichever brand from within that category which offers the best overall combination of category benefits – and not necessarily the cheapest, the absolute best, the first they see or the first that comes to mind.
感謝您對大師輕鬆讀的愛護，並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。
