美国非盈利组织对整合营销传播的运用[外文翻译].doc

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1、毕业论文（设计）外文翻译一、外文原文TheUseofIntegratedMarketingCommunicationsbyU.S.Non-profitOrganizations原文：IntroductionandReviewofLiteratureThereareapproximately1.4millionnon-profitorganizationsintheUnitedStates(TheUrbanInstitute,2006).Thenon-profitsectorcurrentlyaccountsfo

2、r5.2%ofgrossdomesticproductintheUnitedStates,reporting$1.4trilliondollarsinrevenueand$1.3trilliondollarsinassetsandemploying9percentofthecountry9sworkforce(TheUrbanInstitute,2006).Thenon-profitsectorisextremelycompetitive,andorganizationsareconstantlyworking

3、toattractdonors,volunteers,employees,grantfunding,andmediaattention.Togainanadvantage,manynon-profitorganizationshaveadoptedphilosophiesandstrategiesoncecommonlyassociatedwithfor-profitcorporations,Popularmarketingconcepts,suchasmarketsegmentation,marketorie

4、ntation,databasemarketing,andbranding,havebeensuccessfullyappliedtothenon-profitsector(Ewing&Napoli,2005;Venable,Rose,Bush,&Gilbert,2005).Integratedmarketingcommunications(IMC),describedastheintegrationofadvertising,publicrelations,directmarketing,andsalespr

5、omotionintoacomprehensiveplan(Caywood,1997),hasalsoemergedasavaluableapproachfornon-profitorganizations.Non-profitsadoptingthisstrategyfocusonbuildingrelationshipswithsupportersandutilizecommunicationtacticslikedonorappreciation,face-to-facecommunication,and

6、recurringnewsletters.IntegratedMarketingCommunicationsasaRelationship-BuildingStrategyNon-profitorganizationsbenefitfromcreatinglong-termrelationshipswithsupporters(Weir&Hibbert,2000).Ithasbeendemonstratedthatanewdonordoesnotbecomeprofitableintermsofnetincom

7、etoanon-profitorganizationfor12-18months(Gaffney,1996).Thereforetomakeitsinvestmentinrecruitinganewdonorworthwhile,anorganizationneedstoextendtherelationshipforlongerthan18months.Formostnon-profitorganizations,thetwolargest,andarguablythemostimportant,stakeh

8、oldergroupsaresupporterswhodonatemoneyandtimeandindividualswhobenefitfromanorganization^services(Venableetal.,2005).Marketingandcommunicationstrategiesthatfocusonbuildingrelationshipshavebeenpro