[雙語翻譯]汽車營銷外文翻譯—汽車經(jīng)銷商營銷傳播策略的策劃（節(jié)選）

1、字?jǐn)?shù)：英文 字?jǐn)?shù)：英文 2683 2683 單詞， 單詞，16642 16642 字符；中文 字符；中文 4723 4723 漢字 漢字出處： 出處：Makgopa Makgopa S. S. Sipho.Planning Sipho.Planning of of marketing marketing communication communication strategies strategies by by car

2、car dealerships[J] dealerships[J]Problems Problems and and Perspectives Perspectives in in Management.2016,14 Management.2016,14 (4- (4-1):212-220 1):212-220外文文獻(xiàn)： 外文文獻(xiàn)： Planning of marketing communication strategies by c

3、ar dealershipsAbstract Effective marketing communication strategies and campaigns are of much importance in many organizations in informing, reminding and persuading current and potential customers to support the organi

4、zation by buying organizations product offerings. Organizations in planning of marketing communication strategies and campaigns, organizations in theory need to conduct micro-environmental analysis determining organizati

5、ons’ strengths and weakness. The purpose of this paper was to investigate the planning of marketing communication strategies and campaigns of car dealerships in practice with more emphasis on micro-environmental factors

6、of consideration. In achieving the purpose of this paper, a qualitative research approach using semi-structured in-depth interviews with marketing personnel of different car dealerships in Gauteng Province, South Africa

7、was followed. In this paper a qualitative content analysis was used to analyze primary data using Atlas ti version 10 computer software. The results revealed that there are key micro-environmental factors of consideratio

8、n during the planning of marketing communication strategies and campaigns. Based on the results of this paper, the author provided recommendations to stakeholders in the motor vehicle industry, specifically, car dealersh

9、ips and future research directions.Keywords: marketing communications, marketing communication objectives, communication strategies and campaigns in practice with more emphasis on micro-environmental factors of considera

10、tion. The stated research purpose requires in-depth theoretical background on micro-environmental factors, marketing communications and its benefits of it thereof. This paper will start by explaining the concept of marke

11、ting communications and followed by literature review of previous studies on the topic.2.Theoretical background and literature reviewIn this section theoretical background and literature review on marketing communication

12、 is provided, focusing on micro-environmental analysis, the marketing communication concept, components of marketing communication mix, and conclude by reviewing previous studies on the topic.2.1.Micro-environmental anal

13、ysisPerforming the situation analysis involves analysing the microenvironment of the organization. The microenvironment represents the internal environment of the organization. When analysing the internal environment, ma

14、rketing managers need to analyze the organization’s mission, business objectives and strategies, its resources, skills and capabilities (Van Schie, 2012). According to Van Schie (2012) marketers should consider the organ

15、ization’s targets or goals, services to be provided and synergy to be exploited, as no single management is expected to have all the talents and other qualities essential for planning, direction and control.Organizations

16、 can establish what its strengths or weaknesses are in terms of resources to be used during the planning stage (Helms and Nixon, 2010). These strengths or weakness may be in the form of resources, such as the skills and

17、competencies of the marketing personnel (Morgan, 2012). From the marketing point of view, marketing resources refers to resources available to marketers that can be turned into marketing capabilities that can create valu