美国非盈利组织对整合营销传播的运用[外文翻译]

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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-profitsectorcurrentlyaccountsfor5.2%ofgrossdomesticproductintheUnitedStat

2、es,reporting$1.4trilliondollarsinrevenueand$1.3trilliondollarsinassetsandemploying9percentofthecountry’sworkforce(TheUrbanInstitute,2006).Thenon-profitsectorisextremelycompetitive,andorganizationsareconstantlyworkingtoattractdonors,volunteers,employees,grantfunding,andmediaattention.Togainanadvantag

3、e,manynon-profitorganizationshaveadoptedphilosophiesandstrategiesoncecommonlyassociatedwithfor-profitcorporations,Popularmarketingconcepts,suchasmarketsegmentation,marketorientation,databasemarketing,andbranding,havebeensuccessfullyappliedtothenon-profitsector(Ewing&Napoli,2005;Venable,Rose,Bush,&Gi

4、lbert,2005).Integratedmarketingcommunications(IMC),describedastheintegrationofadvertising,publicrelations,directmarketing,andsalespromotionintoacomprehensiveplan(Caywood,1997),hasalsoemergedasavaluableapproachfornon-profitorganizations.Non-profitsadoptingthisstrategyfocusonbuildingrelationshipswiths

5、upportersandutilizecommunicationtacticslikedonorappreciation,face-to-facecommunication,andrecurringnewsletters.IntegratedMarketingCommunicationsasaRelationship-BuildingStrategyNon-profitorganizationsbenefitfromcreatinglong-termrelationshipswithsupporters(Weir&Hibbert,2000).Ithasbeendemonstratedthata

6、newdonordoesnotbecomeprofitableintermsofnetincometoanon-profitorganizationfor12-18months(Gaffney,1996).Thereforetomakeitsinvestmentinrecruitinganewdonorworthwhile,anorganizationneedstoextendtherelationshipforlongerthan18months.Formostnon-profitorganizations,thetwolargest,andarguablythemostimportant,

7、stakeholdergroupsaresupporterswhodonatemoneyandtimeandindividualswhobenefitfromanorganization’sservices(Venableetal.,2005).Marketingandcommunicationstrategiesthatfocusonbuildingrelationshipshavebeenpr