英語翻譯
Let us consider those service products tof which profitability cannot be used as an efficiency measure.Primarily these are service products in the social or welfare field.The motor car has brought untold benefits to society.It has also provided many serious prob-lems.For example,driving standards exacerbate accident injuries,using seat belts can reduce injuries.Can marketing help to reduce drunken driving,discourage accidents or encoueage the wearing of seat belts?How can the principles of marketing be applied here?Who are the customers?What are their needs?
commercial organizations attempt to make a profit and satisfy customer needs by means of a profit objective.Reaching this objec-tive or failing to do so is in fact the measure of their efficiency.Re-lating this to the social/welfare context,we can use as a neasure of efficency the success or failure in reducing social problems③.Thus fewer road deaths at hours notorious for drinking and driving can be used as a measure of success.IT is by no means perfect.There can be many extraneous influences at work④as well but despite this it is better than no measure than no measure at all.
We have explored both commercial and social/welfare service products.We might finally add the dimension of service within a service product.
Many companies engaged in the marketing of physical products have found that they can develop profitable diversification spinoffs by marketing their"know-how"⑤.Thus,a Dutch company en-gaged in the production of dyestuffs found that there was a small but highly profitable market for the production knowledge and applica-tion techniaues that they had asquired over the years.A separate company was set up to sxploit these skills-a service product spun-off from an industrial product.Similarly British Rail have estab-lished a successful consultancy company which advises other coun-tries on how to develop rail services.