MINISTRY OF EDUCATION AND TRAINING HAIPHONG PRIVATE UNIVERSITY --- A STUDY ON COMMON METHODS TO TRANSLATE MARKETING TERMS FROM ENGLISH TO VIETNAMESE... BỘ GIÁO DỤC VÀ ĐÀO TẠO TRƯỜNG ĐẠI
INTRODUCTION
Rationale of the study
In today’s interconnected world, enhanced economic cooperation among countries drives global progress, and Vietnam has made significant strides thanks to its open-door policy and ongoing renovation process Successful business growth largely depends on effective marketing, which ensures products or services are recognized by potential customers Without strong marketing strategies, businesses risk remaining unnoticed, limiting opportunities for expansion and success Utilizing marketing to promote offerings enables businesses to reach and engage prospective customers, increasing their visibility in the marketplace To stay competitive, businesses must gather unique insights, innovative ideas, and optimized marketing methods, often through international sources that are current with global trends However, language barriers pose challenges, especially regarding marketing terminology, and targeted research can help Vietnamese learners overcome difficulties in translating these essential marketing terms.
Aims of the study
This graduation project aims to enhance learners' understanding of marketing terminology and develop their ability to accurately translate these terms from English into Vietnamese The study focuses on broadening students' knowledge of key marketing concepts while providing practical translation skills to facilitate effective communication in the business and marketing fields.
1 Introducing theoretical background of translation
2 Giving clear and detailed methods of translating Marketing terms so as to find out the effective ways in translation.
Scope of the study
Marketing terminology is part of the English for Specific Purposes (ESP) system within Business and Economics Translating and studying these terms require significant time investment, which can be challenging for learners with limited time and marketing knowledge Therefore, I focus on translating marketing terms by referencing related concepts and their Vietnamese equivalents This approach aims to provide readers with a general understanding of marketing terminology and assist Vietnamese learners in translating these terms more effectively.
Method of the study
This study employs comprehensive methods, including collecting English-Vietnamese marketing terms from dictionaries, the internet, and marketing books to enhance understanding of the marketing field Additionally, discussions with my supervisor and peers have been instrumental in completing this research The collected data are categorized based on their shared characteristics, focusing on analyzing translation procedures used to adapt these terms into Vietnamese I hope this study provides valuable insights to help learners effectively overcome challenges in translating marketing terminology.
Design of the study
The study is divided into three parts of which the second part is the most important
Part I is INTRODUCTION in which rationale, aim of the study, method of the study and design of the study are presented
Part II is DEVELOPMENT that includes three chapters:
Chapter 1 is an overview of theoretical background which includes the definition, methods, procedures of translation in general and ESP translation, and definition of term
Chapter 2 explores the translation of marketing terms from English to Vietnamese, focusing on common constructions and their Vietnamese equivalents It examines popular methods used in translating marketing terminology, highlighting strategies such as direct translation, borrowing, and adaptation The chapter also discusses the challenges faced in accurately translating marketing terms, including linguistic and cultural differences, and offers practical solutions to address these difficulties Overall, this investigation provides valuable insights into effective translation practices for marketing terminology in the Vietnamese context.
Chapter 3 is about main findings
Part III is CONCLUSION that indicates strengths and weaknesses of the study as well as some suggestions for further research.
DEVELOPMENT
THEORETICAL BACKGROUND
Translation plays a vital role in our daily life, serving as a key driver of global interaction and facilitating international relationships It enables nations to collaborate effectively in areas such as technology and politics, fostering cross-cultural understanding and advancement Recognizing its importance, many scholars have explored the definitions of translation, providing essential theoretical insights into its multifaceted nature and significance in our interconnected world.
“Translation is the expression in another language (target language) of what has been expressed in one language (source language), preserving semantic and stylistic equivalencies” (Bell R T,1991)
“Translation is an operation performed on languages: a process of substituting a text in one langugage for a text in another” (Catford, J 1965)
Translation is the process of linguistically transforming a message from a source language so that it is understandable to readers of the target language According to Houbert (1998), effective translation ensures that the original meaning is preserved while making the content accessible to a new audience This process plays a crucial role in cross-cultural communication by bridging language barriers.
“Translation is basically a change of form (change from one state or form to another, to turn into one’s own or another language)” (Merriam-Webster dictionary, 1974)
“It is rendering the meaning of the text into anther language in the way that author intended the text” (P.New Mark, 1981)
Translation is a widely discussed topic, with numerous definitions found in various books and articles Despite their differences, these definitions agree that translation involves transferring the meaning from the source language to the target language.
The translation industry is diverse, encompassing various techniques and theories to ensure accurate communication across languages Key translation methods include word-for-word, literal, faithful, semantic, adaptation, free, idiomatic, and communicative translation, as outlined by P Newmark (1981) Understanding these different translation services is essential for selecting the appropriate approach to meet specific linguistic and cultural requirements, making translation a complex yet vital aspect of global communication.
The translation method involves preserving the source language (SL) word order and translating each word individually by its most common meaning Cultural words are also translated literally to maintain authenticity This approach is primarily used to understand the structure and mechanics of the source language or to analyze and interpret challenging texts before formal translation For example, translating the sentence "There is a book on the table" maintains the original word order and literal meanings to facilitate comprehension and analysis.
In Vietnamese: Có một cuốn sách ở trên bàn
Translation can be broadly understood as a process where each source language (SL) word corresponds to a target language (TL) word, though their primary meanings may differ It involves converting SL grammatical structures into their closest TL equivalents However, lexical words are often translated out of context, with literal translation serving as the foundational step in both communicative and semantic translation, highlighting issues to address early on For example, translating "This program is sponsored by Walls" demonstrates the importance of context in accurate translation.
In Vietnamese: Chương trình này do hãng Walls tài trợ
It attempts to reproduce the precise contextual meaning of the original within the constraints of the TL grammatical structures It transfers cultural words and preserves the degree of grammaatical and lexical deviation from SL norms It attempts to be completely faithful to the intentions and the text realisation of the SL writer e.g: We could see the Mekong river winding its way through the plains below
In Vietnamese: Chúng tôi có thể nhìn thấy con sông Mê Kông uốn khúc qua những cánh đồng bên dưới
Semantic translation differs from faithful translation only in as far as it must take more account of the aesthetic value of the SL text, compromising on
Semantic translation offers greater flexibility compared to literal or dogmatic approaches, allowing for nuanced and meaningful communication When translating, it’s important to incorporate the word "meaning" where appropriate to ensure clarity and coherence without relying on cultural equivalents or causing repetition Making small concessions to the readership can enhance understanding without compromising the original message For example, rather than strict translation, focusing on conveying the underlying idea, as in "Love me, love my dog," ensures the core sentiment remains intact across languages.
In Vietnamese: Yêu nhau yêu cả đườ ng đi
The goal is to accurately convey the original content's meaning in a way that is clear, understandable, and linguistically accessible to readers For example, regarding safety, in the United States, the Food and Drug Administration (FDA) carefully regulates new drugs to ensure their safety before approving them for market launch.
Tại Mỹ, Cục Quản lý Thực phẩm và Dược phẩm (FDA) thực hiện quy trình kiểm soát nghiêm ngặt để đảm bảo an toàn trước khi phê duyệt một sản phẩm mới ra thị trường Chính sách này nhằm bảo vệ sức khỏe người tiêu dùng và đảm bảo các sản phẩm được phân phối đều đạt tiêu chuẩn an toàn cao nhất Quá trình kiểm tra kỹ lưỡng của FDA giúp ngăn chặn những rủi ro tiềm ẩn và đảm bảo chỉ những sản phẩm an toàn, đáng tin cậy mới được phép lưu hành.
This is the freest form of translation mainly used for plays and poetry: themes/ characters/plots preserved, SL culture converted to TL culture and text is rewritten e.g: Sometimes I am happy
(Melody Angel 27 September 2004 “ the grand piano”)
In Vietnamese: Có những lúc trong tôi là hạnh phúc
Có những lúc sầu muộn lại đong đầy Trái tim tôi tâm sự với tôi đây
Tôi thấy xấu, buồn đau và khổ ải!
Paraphrasing involves conveying the original message without imitating the specific style or structure, often resulting in a longer version of the initial statement For example, instead of saying "That guy is as poor as a church mouse," you can rephrase to capture the same meaning in a more detailed way This technique helps in creating content that maintains the original idea while enhancing clarity and SEO effectiveness.
In Vietnamese (“Anh ta nghèo như con chuột ở nhà thờ ” => hình ảnh con chuột ở nhà thờ thì xa lạ với bối cảnh văn hóa của người Việt Nam)
Should translate: Anh ta nghèo rớt mồng tơi
Idiomatic translation involves conveying colloquialisms and idioms by capturing their intended meaning rather than providing a literal translation This approach ensures that expressions like "a small lake sinks the great ship" are translated in a way that preserves their figurative sense, enhancing clarity and cultural relevance for the target audience Using idiomatic translation helps maintain the natural flow and emotional impact of the original text while adhering to SEO best practices by incorporating contextually relevant phrases.
In Vietnamese: Có chí thì nên
I.3.1 Definitions of equivalence in translation
Equivalence means “equal value” of the SL and TL text (sense and content related identity)
The equivalence perception of readers, translators, researchers
The concept of equivalence is viewed differently by the
1) reader/listener assume equivalence (instinctive view)
2) translator creates equivalence (more or less conscious view,
3) researcher investigates equivalence (complex, differing views)
Vinay and Darbelnet (1995) describe equivalence-oriented translation as a method that "replicates the same situation as in the original, whilst using completely different wording," ensuring the preservation of the original message’s meaning They emphasize that applying this procedure during translation helps maintain the stylistic impact of the source text, making it an essential technique for effective cross-cultural communication.
Equivalence is considered the ideal translation method when dealing with proverbs, idioms, clichés, nominal or adjectival phrases, and onomatopoeic animal sounds This approach ensures that the original meaning and cultural nuances are preserved, providing a natural and accurate translation Using equivalence helps translators effectively convey idiomatic expressions and cultural-specific language, enhancing the overall quality and readability of the translation.
I.3.2 Types of equivalence in translation
AN INVESTIGATION INTO ENGLISH- VIETNAMESE
TERMS AND THEIR VIETNAMESE EQUIVALENCE
Marketing language comprises a wide range of terms, primarily consisting of single words and compound phrases Understanding these key marketing terminologies is essential for effective communication and strategy development This article aims to introduce readers to some of the most common marketing terms, helping them grasp the fundamental concepts that drive the industry.
Single terminologies are those that consist of just one word which can be found in a text
The Four Ps: Will anyone buy what you’re selling?
Marketing experts say that there are four factors that influence purchasing decisions These four factors are known as the marketing mix or the four Ps:
Product: What are you going to sell?
Price: How much can you charge for your product?
Place: Where will people buy your product?
Promotion: How will people find out about your product?
5 Marketing concepts: production concept, product concept, selling concept,
Marketing concept, social marketing concept
The Production Concept: It holds that consumers will prefer products that are widely available and inexpensive Managers focusing on this concept concentrate on achieving high production efficiency, low costs, and mass distribution
The Product Concept emphasizes that consumers prefer products with the highest quality, performance, or innovative features Companies adopting this approach focus on developing superior products and continuously enhancing them to meet customer needs and stay ahead of competitors.
The selling concept posits that customers will not make the effort to purchase a company's products on their own, requiring businesses to adopt an aggressive sales approach This strategy emphasizes proactive promotion to persuade consumers to buy, highlighting the importance of active selling efforts to drive sales growth.
The marketing concept: a firm’s goals can be best achived through identification and satisfaction of the customers’stated and unstated needs and wants
The societal marketing concept focuses on social responsibility by providing value to customers while promoting the well-being of society as a whole Implementing this approach can ethically enhance a business's reputation among customers, shareholders, and the general public By prioritizing social and environmental considerations, companies can build trust and demonstrate their commitment to sustainable practices Embracing the societal marketing concept not only benefits society but also contributes to long-term business success and positive brand perception.
Noun-forming by a root plus suffix “er/or” In Vietnamese these suffixes refer to
A customer is someone who buys goods or services, especially from a shop
Consumer A consumer is a person who buys things or uses services
A customer is someone who buys goods or services, especially from a shop
Influencer An individual who has the power to affect purchase decisions of others
Manufacturer A manufacturer is a business or company which makes goods in large quantities to sell
A user is a person or thing that uses something such as a place, facility, product, or machine
A retailer is a person or business that sells goods to the public Người bán lẻ Decider
In the organizational buying process, the decider is the individual who ultimately makes the purchasing decision However, identifying the decider can be challenging because they may not be the person with formal authority to initiate or approve the purchase Understanding who the decider is crucial for effective B2B marketing and sales strategies.
Người quyết định (trong hành vi mua)
A wholesaler is a person whose business is buying large quantities of goods and selling them in smaller amounts, for example to shops
The initiator of a plan or process is the person who was responsiblefor thinking of it or starting it
An innovator is someone who introduces changes and new ideas
Nhóm (khách hàng )đổi mới Early adopter
Early adopter refers to an individual or business who uses a new product or technology before others
Nhóm (khách hàng) thích nghi nhanh
A gatekeeper is a member of a decision-making unit or social group who influences purchasing decisions by controlling information flow and access to key individuals within the buying center They play a crucial role in preventing or discouraging a purchase, making their function vital in the sales process Understanding the gatekeeper’s influence helps marketers tailor their strategies to effectively communicate and engage with essential decision-makers.
Người gác cửa(trong hành vi mua)
Noun-forming by a root plus suffix “tion”
A location is the place where something happens or is situated Địa điểm
A transaction is a piece of business, for example an act of buying or selling something
Segmentation is the dividing of something into parts which are loosely connected
(chiến lược) phân thị trường Observation
Observation is the action or process of carefully watching someone or something
I.1.3 Terms with prefixes “non” plus a root
Non Price (non price competition)
Các yếu tố ngoài giá cả (cạnh tranh phi giá cả) Non profit
Phi lợi nhuận (tổ chức phi lợi nhuận) Non business
Phi kinh doanh (chi tiêu phi doanh nghiệp) Non monetary
Phi tiền tệ (đầu tư phi tiền tệ) Non packaged
Không được đóng gói (hàng không đóng gói) Anti competitive
Chống cạnh tranh (thủ đoạn chống cạnh tranh) Anti dumping
Chống phá giá (luật chống phá giá) Anti monopoly
Chống độc quyền (chính sách chống độc quyền)
A compound term combines two or more words to function as a single unit of meaning, including compound nouns, compound adjectives, and compound verbs These terminologies are commonly used in the marketing industry, enhancing clarity and precision in communication Understanding popular compound marketing terms can improve your marketing strategies and content effectiveness.
I.2.1 Terminologies consisting of NOUN+ NOUN
Brand acceptability the extent to which consumers recognize and welcome a brand
Chấp nhận thương hiệu Brand royalty the tendency of consumers to continue buying a particular brandinstead of trying a different one
Trung thành thương hiệu Brand equity It describes a brand’s value That value is determined by consumer perception of and experiences with the brand
Brand marks are essential visual elements such as logos, colors, designs, or symbols that serve to identify a brand and play a crucial role in building and sustaining its image These distinctive marks help establish brand recognition and convey the brand's identity effectively to consumers.
Dấu hiệu của thương hiệu
Brand name The brand name of a product is the name the manufacturer gives it and under which it is sold
Tên thương hiệu /nhãn hiệu Channel management a process where the company develops various marketing techniques as well as sales strategies to reach the widest possible customer base
Quản lí kênh phân phối
A communication channel, also known as simply a channel, can refer to a physical transmission medium like a wire or a logical connection over a multiplexed medium, such as a radio channel in telecommunications and computer networking This enables the transfer of data between devices, serving as a vital component in ensuring effective communication Understanding the distinction between physical and logical channels is essential for designing efficient telecommunication and networking systems.
A distribution channel is a sequence of businesses and intermediaries through which a product or service passes before reaching the end consumer This chain typically includes wholesalers, retailers, and distributors, and increasingly incorporates online platforms to facilitate sales Effective distribution channels are crucial for ensuring product availability, expanding market reach, and enhancing customer accessibility Leveraging various channels, including e-commerce, can significantly boost a company's sales and brand visibility in a competitive marketplace.
Price discrimination is a pricing strategy that charges customers different prices for the same product or service Định giá phân biệt
Pricing for the same product varies across different locations despite identical associated costs, highlighting the importance of location-based and purchase environment pricing strategies Effective information search enables consumers to compare prices and make informed decisions, emphasizing the need for businesses to optimize their pricing strategies according to geographic and shopping contexts to remain competitive.
The supplier selection process involves a buyer identifying the most suitable supplier(s) after recognizing a specific need This information search process varies depending on factors like organizational size and the nature of the buying situation Effective supplier evaluation is crucial for making informed procurement decisions that align with the company's requirements and goals.
List price the regular price of a product before any discount is given or allowances made
Giá niêm yết Marketing channel
Marketing channels are the ways that goods and services are made available for use by the consumers
A philosophy, focus, orientation or concept which emphasises the proper identification of marketing opportunities as the basis for marketing planning and corporate growth
Any computerised system of changing raw data (sales, stock levels, etc) into information that can be used by management in decision making
Hệ thống hỗ trợ ra quyết định
A marketing information system (MkIS) is a set of procedures, frameworks and technology for the continuous gathering of information that might affect the promotion and selling of a product or service
Hệ thống thông tin tiếp thị
Information gathered from sources external to the firm for use in decision-making
Tình báo tiếpthị Demand elasticity
A measure of the degree to which any change in the price of a product will affect the demand for it
The income elasticity of demand measures the relationship between a change in the quantity demanded for a particular good and a change in real income
Price elasticity of demand is a key concept that measures how the quantity demanded of a product responds to changes in its price It reflects the degree of responsiveness or sensitivity of consumers to price fluctuations, indicating how a change in income or price can influence purchasing behavior Understanding price elasticity helps businesses set optimal pricing strategies to maximize revenue and meet market demand effectively.
Co giãn (của cầu theo giá)
A mailed questionnaire is a research tool sent to targeted individuals to gather valuable data on a specific topic It contains a series of carefully crafted questions designed to collect insights for academic or market research purposes This method is widely used for conducting surveys or interviews remotely, enabling researchers to reach a broader audience efficiently Ensuring the questionnaire is clear and concise is essential for obtaining accurate and reliable responses, making it a popular choice in diverse research fields.
Phương pháp điều tra bằng bảng câu hỏi gửi thư Market coverage
The ratio of total prospects in an area to the number of prospects who can be effectively targeted or approached
Mức độ che phủ thị trường
I.2.2 Terms consisting of ADJECTIVE+NOUN:
These compounds consist of an Adjective and a noun of which Adjective takes functions as Classifier and the Noun (thing)
The demographic factors like gender or ethnicity of the market are useful to segment the target population for impactful marketing
Yếu tố (môi trường)nhân khẩu
Direct marketing is a form of advertising in which companies provide physical marketing materials to consumers to communicate information about a product or service
Direct marketing does not involve advertisements placed on the internet, on television or over the radio Types of direct marketing materials include catalogs, mailers and fliers
Early adopter early customers of a given company, product, or technology
Nhóm (khách hàng) thích nghi nhanh
Economic environment economic environment refers to all the external economic factors that influence buying habits of consumers and businesses and therefore affect the performance of a company
Yếu tố(môi trường)kinh tế
Situation where suppliers and distributors enter into an exclusive agreement that only allows the named distributor to sell a specific product
For example, Apple had an exclusive distribution deal with AT&T to provide the iPhone to consumers
Functional discount a price allowance given to a firm performing some part of the marketing function for other members of the channel of distribution; also called Trade Discount
Geographical pricing is adjusting an item's sale price based on the buyer's location Định giá theo vị trí địa lý
A horizontal conflict refers to a disagreement among two or more channel members at the same level
For example, suppose a toy manufacturer has deals with two wholesalers, each contracted to sell products to retailers in different regions
MAIN FINDINGS…
I Strengths and weaknesses of the study
This study provides foundational insights into popular methods used for translating marketing terms, focusing on the equivalence between English and Vietnamese As translation is a broad field and marketing is a relatively recent concept, defining key terms can be challenging Due to time and knowledge constraints, the research does not cover all relevant issues or explore each translation method in depth Despite these limitations, the study aims to contribute to the understanding of marketing translation and hopes to be appreciated by readers.
II Suggestion for further research
Vietnam is increasingly integrating into the global economy, highlighting the essential role of marketing in national development Future research should focus on deepening understanding of marketing strategies, including the translation of marketing terminology and materials between English and Vietnamese Enhancing translation accuracy and efficiency in marketing documents will benefit Vietnamese learners, enabling them to translate English marketing texts swiftly and effectively Continued studies in this area are crucial for supporting Vietnam’s participation in international markets and improving marketing communication.
CONCLUSION
Strengths and weaknesses of the study…
This study offers foundational insights into the common methods used for translating marketing terms, focusing on the equivalence between English and Vietnamese translations It highlights the complexity of translation as a broad field, especially given that marketing is a relatively recent concept originating in the early 20th century that is difficult to define precisely Acknowledging that there are other important factors not covered due to limited time and knowledge, the study remains a preliminary exploration Despite these limitations, it aims to contribute valuable understanding and hopes to receive favorable reception from readers.
Suggestion for further research
Vietnam's integration into the global economy highlights the crucial role of marketing in national development Future research should focus on in-depth studies of marketing translation strategies, particularly English-Vietnamese translations of marketing terms and materials These efforts will enable Vietnamese learners to translate marketing documents more quickly and accurately, supporting effective communication in international markets.
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English a Methodology for Translation Translated and edited by Juan C.Sager ,
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11 Great Russian encyclopedia (2004) Russian Encyclopedia Russian Academy of Sciences
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(Ed.), ESP: State of the art Seameo Regional Language Centre
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16 Melody Angel (2004) The grand piano Dohop
17 Nguyễn Thiện Giáp (2008) Giáo trình Ngôn ngữ học Nxb Đại học Quốc gia Hà Nội
18 Trần Minh Đạo (2012) Marketing quốc tế Nxb Thống kê
Certainly! Please provide the article you would like me to rewrite.
Exercise 1 Use some of the below compound adjectives to fill the gaps in the sentences
Top-quality brand-new down -market price-sensitive
Up-market cost-effective up-to-date
1 It is an ……… product, designed for people with sophisticated and expensive tastes
2 The company has recently introduction more ……… methods of production in order to cut down on expenditure
3 It is a …… product, there has never been anything like it on the market before
Exercise 2 Which of the other word partnerships will fill the gaps in the following sentences?
Looking at these “marketing” word partnerships
Market: niche, segmentation, share, leader, penetration, research
Market: buyers’, target, closed, open
Market penetration is the extent to which a company gains a share of the market
A buyer’s market is a market in which the supply of goods is plentiful Buyers can, therefore, influence sellers to complete with one another in forcing down prices
1…… ……… is the division of the market based on geography , social class and consumer behaviour
2 A …… ……… is a small part a specialised market
3.A ……… ………is a country or area which a monopolist ha declared to be out of bounds to all producers except himself
4……… ………is the proportion of the total demand for a product supplied by a particular manufacturer
5.An…… …… is a country or area in which, by agreement, several manufacturers are free to complete with each other in selling their product
Internet source: http://www.linguarama.com/ps/marketing-themed-english.htm
Promotional strategies to introduce your product or service to the market generally fall into two categories: push and pull A push strategy focuses on efforts by manufacturers to get products into customers' hands, such as establishing distribution channels, persuading retailers to stock products, and utilizing point-of-sale materials or face-to-face sales techniques This approach is especially effective for low-cost, fast-moving consumer goods (FMCGs), where consumers make quick purchase decisions at the retail shelf Many new businesses use a push strategy initially to build exposure and develop retail channels Once brand awareness is established, a pull strategy can be implemented, relying on consumers actively seeking out the product This involves creating a highly visible brand through mass media advertising and other tactics to stimulate consumer demand, prompting retailers to stock the product based on demand-driven supply.
Internet source: http://marketing-made-simple.com/push-pull-marketing-strategies/