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1、此文档是毕业设计外文翻译成品（ 含英文原文+中文翻译），无需调整复杂的格式！下载之后直接可用，方便快捷！本文价格不贵,也就几十块钱！一辈子也就一次的事！外文标题：Social marketing at the right place and right time with new media外文作者：Jay M. Bernhardt，Darren Mays，Amanda K. Hall文献出处: Journal of Social Marketing，Vol. 2 No. 2, 2019,pp. 130-137 (如觉得年份太老，可改为近2年，毕竟很多毕业生都这样做)英文3499单词，2377
2、2字符(字符就是印刷符)，中文6043汉字。（如果字数多了，可自行删减，大多数学校都是要求选取外文的一部分内容进行翻译的。）Social marketing at the right place and right time with new mediaAbstractPurpose The purpose of this paper is to seek to discuss how the new media revolution can improve social marketing by bringing the“place”(one of four Ps from the mark
3、eting mix)closer to the consumer.Design/methodology/approach This paper describes current new media trends related to social media and mobile communication technologies and discusses the implications of these technologies for social marketing by exploring examples of their use in commercial marketin
4、g, social change, and public health.Findings The rapid growth of online social networks and near ubiquity of mobile phones in much of the world offers social marketers enormous potential for engaging consumers in radically new ways. The nature of these new communication platforms differs from tradit
5、ional media in important ways that can make them more effective for marketing, most notably the potential for deeper consumer engagement, multi-directional information exchange, and location-based tracking and messaging.Practical implications The trends described in this paper are rapidly and fundam
6、entally changing how commercial marketers, brand managers, and consumer relationship managers engage with the current and prospective consumers. Social Marketing should learn from these changes and leverage these new media to engage large numbers of consumers more deeply and closer to the “right pla
7、ce and right time” than they ever could before.Originality/value This paper explores a topic that has been introduced at the Global Non-Profit and Social Marketing Conference in Dublin, Ireland in April 2011. The discussion should encourage social marketers to reconsider the role of “place” and expl
8、ore how new media can bring place closer to consumers.Keywords Social marketing, New media, Social media, Mobile phones, 4 Ps,Mobile communication systemsThe two most important requirements for success are:first, being at the right place at the right time, and second, doing something about it (Ray K
9、roc, McDonalds Founder, 1904-1984). The marketing mix (or four Ps) is the central construct to planning and implementing social marketing programs designed to encourage behavior change (Grier and Bryant, 2005). Although price, product, and promotion strategies are usually central elements to social
10、marketing campaigns, reaching the desired target audience at the Place where health decisions are made is often a challenge (Grier and Kumanyika, 2010). Place is often confused within the marketing mix by those who seek to apply social marketing as a framework for health behavior change. Common thin
11、king is that place is defined by geographic location; however, place in social marketing is not necessarily where ones business is located or where ones product is sold, but rather it is where consumers of interest make decisions and take actions (Storey et al., 2008). New communication media can gi
12、ve social marketers the opportunity to personalize place and reach target consumers at critical behavioral decision points. These new media provide social marketers with multiple, mobile channels to reach consumers within the very contexts in which they make decisions, thereby creating direct, two-w
13、ay personal communication channels. These two-way exchanges can now take place in real-time when and where decisions are being made. For the first time, social marketers can utilize these new channels to engage thousands or even millions of people at relatively low cost to promote healthy lifestyle
14、choices and affect social change (Thackeray et al., 2008).Traditionally,social marketing efforts to promote health behavior change have relied heavily on place defined as physical location as a means to distribute their products (Kreuter and Bernhardt,2009).For instance,placing condom vending machin
15、es in public restrooms to promote safer sex or placing nutrition signs at a grocery store to persuade customers to select healthier food items (Storey et al., 2008). These examples require significant investments with respect to time and material resources to successfully reach consumers. Moreover,
16、determining if a condom was purchased and used by an appropriate target customer or if the nutrition information signs ads influenced a healthy decision can be challenging to determine. In contrast, new media can provide social marketers with the ability to directly engage consumers in natural places such as home,work,or schools,precisely at the time that decisions are made.In other words,new media can shift “Place” from restrooms and grocer
