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GoodsVersusServicesSuggestingthattherearesubstantialdifferencesbetweengoodsproductsan...
Goods Versus Services
Suggesting that there are substantial differences between goods products and service products has been the source of great debate in marketing. Opponents of the divisi on propose that "products are jJroducts," and just because there are some characteristics associated with service products and not goods products and vice-versa, does not mean customi zed strategies are generally necessary for each. Advocates provide evidence that these differen ces are significant. It is the position in this book that service products are different than goods products, and that service products represent an immense market sector.
Service products are reflected by a wide variety of industries utilities, barbers, travel agencies, health spas, consulting firms, medical care and banking, to name but a few, and they account for nearly 50% of tne average consumer' s total expenditures, 70% of the jobs, and two-thirds of the G.N.P. Clearly, the service sector is large and is growing. While all products share certain common facets, service products tend to differ from goods products in a number of ways
Characteristics of Service Products
Like goods products, service products are quite heterogeneous. Nevertheless, there are several characteristics that are generalized to service products.
Intangible
As noted by Berry, "a good is an object, a device, a thing; a service is a deed, a performance, an effort." With the purchase of a good you have somethi ng that can be seen, touched, tasted, worn or displayed; this is not true with a service. Although you pay your money and consume the service, there is no thing tan gible to show for it. For example, if you attend a professional football game, you spend $ 19. 50 for a ticket and spend nearly three hours taking in the entertainment.
Simultaneous Production and Consumption
Service products are characterized as those that are being consumed at the same time they are being produced. The tourist attraction is producing entertainment or pleasure at the same time it is being consumed. In contrast, goods products are produced, stored, and then consumed. A result of this characteristic is that the provider of the service is often present when consumption takes place. Dentists, doctors, hair stylists, and ballet dancers are all present when the product is used.
Little Standardization Because service products are so closely related to the people providing the service, ensuring the same level of satisfaction from time to time is quite difficult. Dentists have their bad days, not every baseball game is exciting, and the second vacation to Disney World may nol be as wonderful as the first. 展开
Suggesting that there are substantial differences between goods products and service products has been the source of great debate in marketing. Opponents of the divisi on propose that "products are jJroducts," and just because there are some characteristics associated with service products and not goods products and vice-versa, does not mean customi zed strategies are generally necessary for each. Advocates provide evidence that these differen ces are significant. It is the position in this book that service products are different than goods products, and that service products represent an immense market sector.
Service products are reflected by a wide variety of industries utilities, barbers, travel agencies, health spas, consulting firms, medical care and banking, to name but a few, and they account for nearly 50% of tne average consumer' s total expenditures, 70% of the jobs, and two-thirds of the G.N.P. Clearly, the service sector is large and is growing. While all products share certain common facets, service products tend to differ from goods products in a number of ways
Characteristics of Service Products
Like goods products, service products are quite heterogeneous. Nevertheless, there are several characteristics that are generalized to service products.
Intangible
As noted by Berry, "a good is an object, a device, a thing; a service is a deed, a performance, an effort." With the purchase of a good you have somethi ng that can be seen, touched, tasted, worn or displayed; this is not true with a service. Although you pay your money and consume the service, there is no thing tan gible to show for it. For example, if you attend a professional football game, you spend $ 19. 50 for a ticket and spend nearly three hours taking in the entertainment.
Simultaneous Production and Consumption
Service products are characterized as those that are being consumed at the same time they are being produced. The tourist attraction is producing entertainment or pleasure at the same time it is being consumed. In contrast, goods products are produced, stored, and then consumed. A result of this characteristic is that the provider of the service is often present when consumption takes place. Dentists, doctors, hair stylists, and ballet dancers are all present when the product is used.
Little Standardization Because service products are so closely related to the people providing the service, ensuring the same level of satisfaction from time to time is quite difficult. Dentists have their bad days, not every baseball game is exciting, and the second vacation to Disney World may nol be as wonderful as the first. 展开
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下次直接在线翻译一下,我翻译了内容是
货物和服务:
表明有实质性的差异产品和服务货物产品已源中大辩论的销售。在divisi的反对者提出,“产品jJroducts”,正因为有相关的一些特点服务产品和不货产品反之亦然,并不意味着customi零能耗开发的策略是一般需要彼此。主张提供证据表明这些不同的ces是有意义的。这是这个职位的人、以这书上的话比商品服务产品是不同产品,服务产品代表一个巨大的市场行业。
服务产品是反映在各种不同的工业领域的公用事业,理发师、旅行社、保健温泉,咨询公司、医疗和银行,不一而足,他们几乎占50%的至平均用户的总支出,70%的工作,三分之二的G.N.P.清楚,服务行业又大又还在不断增加。当所有的产品都有共同的共同层面、服务产品往往不同于货物产品在一些方面
服务产品的特点
如物产品、服务产品很不相同。然而,有几个特点,推广到服务产品。
无形
值得注意的是由浆果、“良好的是一种物体,一个设备,一件东西;服务是契约、绩效,努力。”购买一个好你有somethi ng能够看到的,摸了,味道、磨损或显示;这不是真和服务。虽然你付你钱并吃尽其中的服务,有任何事褐色gible显示的效果。例如,如果你参加一个专业足球比赛中,你花$ 19。50一张票,花将近三个小时的时间,接受娱乐。
同时生产和消费
服务产品具有消耗的同时,他们正在生产。旅游景点是喜悦的娱乐或生产同一时间它的能源消耗。相反,货物、存储、产品的问世,然后烧毁。由于这一特点提供者通常表现服务的消费时代发生的时期。牙医、医生、发型师,和芭蕾舞演员都出席了产品时使用。
小标准化因为服务产品有很密切的关系提供服务的人,确保同样水平的满意,从时间,以时间是相当困难的。牙医有天天气不好,并不是每一个棒球比赛很令人兴奋,和第二的假期去迪斯尼乐园可能海皇轮船一样绝妙是第一名。
货物和服务:
表明有实质性的差异产品和服务货物产品已源中大辩论的销售。在divisi的反对者提出,“产品jJroducts”,正因为有相关的一些特点服务产品和不货产品反之亦然,并不意味着customi零能耗开发的策略是一般需要彼此。主张提供证据表明这些不同的ces是有意义的。这是这个职位的人、以这书上的话比商品服务产品是不同产品,服务产品代表一个巨大的市场行业。
服务产品是反映在各种不同的工业领域的公用事业,理发师、旅行社、保健温泉,咨询公司、医疗和银行,不一而足,他们几乎占50%的至平均用户的总支出,70%的工作,三分之二的G.N.P.清楚,服务行业又大又还在不断增加。当所有的产品都有共同的共同层面、服务产品往往不同于货物产品在一些方面
服务产品的特点
如物产品、服务产品很不相同。然而,有几个特点,推广到服务产品。
无形
值得注意的是由浆果、“良好的是一种物体,一个设备,一件东西;服务是契约、绩效,努力。”购买一个好你有somethi ng能够看到的,摸了,味道、磨损或显示;这不是真和服务。虽然你付你钱并吃尽其中的服务,有任何事褐色gible显示的效果。例如,如果你参加一个专业足球比赛中,你花$ 19。50一张票,花将近三个小时的时间,接受娱乐。
同时生产和消费
服务产品具有消耗的同时,他们正在生产。旅游景点是喜悦的娱乐或生产同一时间它的能源消耗。相反,货物、存储、产品的问世,然后烧毁。由于这一特点提供者通常表现服务的消费时代发生的时期。牙医、医生、发型师,和芭蕾舞演员都出席了产品时使用。
小标准化因为服务产品有很密切的关系提供服务的人,确保同样水平的满意,从时间,以时间是相当困难的。牙医有天天气不好,并不是每一个棒球比赛很令人兴奋,和第二的假期去迪斯尼乐园可能海皇轮船一样绝妙是第一名。
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