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VIETNAM ACADEMY OF SOCIAL SCIENCES GRADUATE ACADEMY OF SOCIAL SCIENCES HÀ THỊ HƯƠNG SƠN A CONTRASTIVE ANALYSIS OF MARKETINGTERMSIN ENGLISH AND VIETNAMESE MAJOR: COMPARATIVE, CONTRASTIVE LINGUISTICS CODE: 22 20 24 SUMMARY OFTHE DOCTORALDISSERTATIONIN LINGUISTICS HANOI - 2019 The dissersation is completed at: GRADUTATE ACADEMY OF SOCIAL SCIENCES Supervisor: Prof Dr.Trần Trí Dõi Reviewer 1: Prof Dr Nguyen Thien Giap Reviewer 2: Assoc Prof.Dr Pham Van Tinh Reviewer 3: Assoc Prof.Dr Tran Kim Phuong The dissertation shall be defended in front of the Dissertation Committee at Academy level at Graduate Academy of Social Sciences, 477 Nguyen Trai, Thanh Xuan, Ha Noi time … ………… date …… month ……….year……… …… The dissertation is available at: - National Library of Vietnam - Library of Graduate Academy of Social Sciences LIST OF THE AUTHOR’S PULISHED WORKS RELATED TO THE DISSERTATION Hà Thị Hương Sơn (2018), Tiếp cận thuật ngữ theo đường hướng giao tiếp, Tạp chí Nhân Lực Khoa học Xã hội, số 06 (61) Hà Thị Hương Sơn (2018), Đặc điểm cấu tạo thuật ngữ maketing tiếng Anh, Tạp chí Ngơn ngữ Đời sống, số (275) Hà Thị Hương Sơn (2019), Con đường hình thành thuật ngữ marketing tiếng Anh, Tạp chí Từ điển học & Bách khoa thư, số (58) INTRODUCTION Rationales Research on terminology is said to be topical and of practical significance since terminology has been associated with social development and human growing need for conquering new knowledge In Vietnam, under the industrialization and modernization process, scientific and techinal terms, including marketing terms have contributed to promoting economic, scientific and technical development In addition, marketing is one of the basic disciplines of the economics and business administration studies; marketing knowledge has been applied in various majors such as finance and banking, hospitality and tourism … However, the current of marketing and marketing terms is limited due to the lack of the in-depth research works Therefore, a contrastive analysis of marketing terms in English and Vietnamese will be helpful with the receiving and appropriate understanding and application of this system of terms in reality Aims and objectives The research aims atfinding out the similarities and differences (if there are nay) in terms of structure, ways of formation and denomination between two systems of marketing terms To achieve this, the dissertation identifies some main tasks including: - Syntematizing theoretical points of views and approaches in terminology studies at a level sufficient to solve the dissertation’s tasks, thereby establishing a theoretical frame for the research - Collecting, describing, comparing and contrasting English vice versa Vietnamese marketing terms as subjects of the research in terms of structure, ways of formation and denomination to find out similarities and differences if any Subjects and scope of the research The research is limited first to the structural features, ways of formation and denominative characteristics of marketing terms in English and Vietnamese Besides, scope of the research is also restricted at 1940 English marketing terms extracted from the “Dictionary of marketing” by Doyle published in 2011 and 1225 Vietnamese marketing terms collected from various sources (as a specialized dictionary of marketing terms in Vietnamese has not yet been available) Because of the inequivalence in studied data in two languagues, contrast of size and quantity of those terms is excluded from the research Approaches and research methods The dissertation studies terminology under the linguistic approach At the same time, research data is also selected in both dynamic and static approaches Under these approaches, it employs such methods and techniques as comparative, contrastive, descriptive, immediate constituent analysis and statistical ones New contributions of the dissertation Contributions of the dissertation can firstly be seen in the presentation of the basic theoretical background concerning termninology in general and marketing terms in particular Especially, the dissertation has summarised theories and approaches inclduing the new ones such as The commnunicative or cultural approaches towards terminilogy … In the meantime, the concept of marketing terminology has also been defined In addition, basing on the accepted definition of constituent element of a term, the basic the thesis also established different sttuctural models of marketing terms in English vice versa Vietnamse with both similarities and differences Finally, one of the new contributions of the thesis is the fact that it has succeeded in providing a clear picture of English- Vietnamese marketing terms in terms of formation ways and denomination Theoretical and practical significances of the dissertation In terms of theoretical significances, the dissertation has synthezied, analyzed and clarified theoretical viewpoints and new approaches towards terminology in the world as well as the prominent trends in terminological studies in Vietnam In addition, current controversial issues regarding terminology standards or terminology standardization are also discussed in a critical and independent manner The research results contribute afurther scientific evidence to the conclusions interminological contrastive analyses in English and Vietnamese In terms of practical contributions, the dissertation helps to systematize Vietnamese marketing terms which are still scattered; and proposes orientations to unify ways in which both old and new terms are constructed and formed, preparing for the creation of a specialized marketing dictionary This, in turns, will benefit users of different social classes and professions in understanding and applying these terms Structure of the dissertation The dissertation consists of three chapters: Chapter 1- Literature Review and theoretical background of the dissertation; Chapter - The structural contrast of English and Vietnamese marketing terms; Chapter – The contrast of ways of formation and denomination of marketing terms in English and Vietnamese Chapter LITERATURE REVIEW AND THEORETICAL BACKGROUND OF THE DISSERTATION 1.1 Literature review In the world, terminology has a history of foundation and development of hundreds of years, starting from the 18th century [118] According toCabré, cited from Auger [84], research on terminology can be summaried into three main trends: terminology adapted to the linguistic system, terminology for translation and terminology for planning The theoretical background of these studies was influenced by three classical schools of terminology (the Austrian, and theCzech schools) and terminological theories and approaches What is intereting here is that, in addtition to the traditional theories of terminology based on Wüster’s approach , there have recently new approaches to terminology such as the communicative approach by Cabré, or the cultural approach by DikiKidiri In Vietnam, research in terminology has significantly grown since 1970s with main content focusing on definition of terminology, standards of a term and terminological building and standardization Regarding marketing terms, research has been limited in terms of both scope and volume, however 1.2 Theoretical background 1.2.1 Theoretical background of terminology 1.2.1.1 Concepts of terminology and marketing terms From different perspectives and definitions of terminology, the dissertation accepts the working definition of terminology as follows: Terminology is a set of words or phrases used to denote concepts and objects of a certainscience or professional area Based on this definition, the dissertation conceptualizes marketing terms as words and phrases that express concepts and objects of marketing nature, principles, strategies, processes, communications, research and tools 1.2.1.2.Distinction of terminology from other related concepts Terminology is distinct from nomenclature, glossary and lexicology in English and nomenclature, words for professional communication and common words in Vietnamese in terms of both its form and meaning 1.2.1.3 Required standards of a term In this dissertation, a term is identified and distinguished by two criteria: scientificity and internationality The scientificity includes preciseness, systematicness and conciseness The internationality means being international in the concept meaning rather than form 1.2.2 Theoretical background of denomination Denomination is generally understood as “naming a thing, phenomenon” [52; tr.517] In linguistics, denomination is broadly defined as the process of creating concepts of objective reality from linguistic elements as words, phrases, clauses and sentences In principle, names denominated must be generalized, abstract, and distinctive There are two methods of denomination namely direct and indirect denomination While direct denomination is primary, indirect denomination is secondary 1.2.3 Theoretical background of contrastive linguistics As part of contemporary linguistics, contrastive linguistics contrasts two or more languages to find out similarities and (mainly) differences between them, regardless of their typologies and roots Linguistic contrastive analysis must follow its own principles and methods 1.3 Summary Chapter has presented a literature review of the study of terminology in the world as well as in Vietnam It has mentioned and analyzed the different periods of formation and development of terminology and terminological research; at the same time highlighted the schools, theories and approaches of terminology from classical to modern From these, a theoretical framework for the contrastive analysis of marketing terms in English vice versa Vietnamese has been establishedwith theories of terminology, denomination and contrastive linguistics as well as concepts of words and phrases CHAPTER THE STRUCTURAL CONTRAST OF MARKETING TERMS IN ENGLISH AND VIETNAMESE 2.1 The basic unit of terminology The dissertation accepted the Russisan linguistis’ point of view, naming the constituent element or element in short asthe basis unit that constitutes a term This element, symbolized as Y, should be understood as the smallest element that carries a lexical meaning and directly constitutes a scientific or technical term Its form is composed of morphemesor words depending on whether the term is a word or a phrase accordingly Semantically, each element Y denotes a complete concept or part of or a distinctive feature of that concept or an object For example, terms such as market, product consist of one constituent element, while marketing, marketing mix will be contructed from two constituent elements 2.2 Identification of English and Vietnamese marketing terms studied The research analyzed 1940 marketing terms in English and 1225 in Vietnamese Those are the words or phrases which express concepts and objects relating to marketing nature, principles, strategies, processes, communications, research and tools In principle, those terms must be words or pharses composed of at least one constituent element and refer to one complete and independent marketing concept or object 2.3 Structural characteristics of English marketing terms The dissertation describes the system of English marketing terms in terms of word classes, and phrase classes, formation, number of constituent elements and syntactic patterns or relationships among those 10 main –submain relationship In addition, not all Vietnamese marketing terms as compound words are constructed in the same way In fact, there are two types of compound words, namely ones with with constituent elements of binomial relationship and ones with constituent elements of independent relationship Most of the studied marketing termswords in the dissertation as compound words are the later Regarding the number of constituent elements, it can be said that most of the marketing terms in Vietnamese are quite short and concise with 69.7% (854 terms in equivalence) only having one or two constituent elements The remaining are composed of from to elements, of which those consist of elements are 328 terms, compared to only 36 terms consisting of elements and terms with consituent elements each.The worth-noting point about the constituent element of Vietnamese marketing terms lies in the existence of loan words from English such as (marketing) or initials of English terms as (SEO mũ đen, SEO mũ trắng …) One explanation for this may be the lack of equivalent expressions in Vietnamese or for the convenience in using shortened terms There are a total of 162 terms as such Finally, regarding the structural models of Vietnamese marketing terms, the search found that those terms are quite uniformly structured using 12 models, of which models are for terms as compound wards and models for terms as phrases Nevertheless, only one model of these 12 models seems most popular among Vietnamese marketing terms (63.7% or 780 terms in equivalence) This model is comprised of two constituent elements with the main element preceding the submain one In contrast, models consisting of or elements and levels of relation only make up less than 10% 11 2.5 The constrast of structural characteristics of English vice versa Vietnamese marketing terms 2.5.1 Similarities The thesis presents similarities between English and Viethnamese marketing terms in terms of structure 1/ Marketing terms as phrases are dominant in bot English and Vietnamese with 65.7 % and 86.0% respectively 2/ Marketing terms as nouns (including both single nouns, compound nouns and noun phrases) are more popolar than other word and phrase classes 3/ The combination of nouns, adjectives and verbs is common trend among marketing terms in English and Vietnamese 4/ The building of phrases of words with main –submain relationship between the constituent elements can be considered as constructuring the main method in more than 65% of English and Vietnamese marketing terms 5/ Terms with to constituent elements are more common in both systems of marketing terms with 1846/1940 terms in English and 1182/1225 terms in Vietnamese 6/ In each of the system of marketing terms, there is only one highly productive structural model constructing more than 63% of all terms These models consist of just two constituent elements 7/ Marketing terms as phrases and consisting of at least constituent elements are structured by more various models and with more complicated syntactic levels of relationships than those with two constituent elements 2.5.2 Differences Besides those similaries, English marketing terms are different from Vietnamese ones in several aspects regarding their structure 1/ Marketing terms as words in English are more than in Vietnamse with 34.9% compared to 14.0% respectively In contrast, marketing terms as phrasesin Vietnamese are more than those in English.2/ Only in English exist terms 12 as derived words with a total number of 240 terms 3/ Some similar terms are functioned as nouns in English but verbs in Vietnamese 4/Marketing terms as compound words with closed form as household, downmarket only appear in English… 5/ Terms as blended words or half-abbreviated words or compound words consisting of both English and Vietnamese only exist in either of the two systems 6/ Marketing terms consisting of constituent elements in English are more than in Vietnamese (76% compared to 55.8%) Meanwhile, those consisting of 3constituent elements in Vietnamese are more than in English (22.9% compared with 15.9%) This indicates that English marketing terms are more concise than Vietnamese ones in terms of structure 7/Regarding methods of formation, 12.4% English marketing terms are constructed through derivation, which is unavailable in Vietnamese Similarly, terms as compound words of binomial relationship only exist in Vietnamese 8/ There are more structural models of marketing terms in English in comparison with these in Vietnamese (14/11 models) Besides, in structural models of English marketing terms, the submain element often precedes the main one, while that is reverse in Vietnamese 13 CHAPTER THE CONTRAST OF WAYS OF FORMATION AND DENOMINATION OF MARKETING TERMS IN ENGLISH AND VIETNAMESE 3.1 Ways of terms formation According to Infoterm [100], terminologies in almost all languages can be formed by the following methods: creating new forms through derivation, compounding and abbreviated forms; using existing forms: conversion (change in part- of- speech, sometimes called recategorization), terminologization (assigning new, frequently analogous or metaphoric meanings, to existing terms in more or less related fields or general purpose language), semantic transfer within a special language, transdisciplinary borrowing; and translingual borrowing (direct loan and loan translation) 3.2 The contrast of English and Vietnamese marketing terms on formation ways 3.2.1 Ways of forming English marketing English marketing terminololgization and terms are formed trans-disciplinary mainly borrowing through Regarding terminologization, marketing terms are terminologized from general purpose language possibly because of the nature of economic activities, including marketing ones, which are closely linked to the life of all social classes Terminologization, thus, can be done by semantic extending or narrowing, metaphor and metonymy Besides those methods, English marketing terms are proved to borrow up to more than 65% of analyzed 14 terms from multi disciplinies including economics, journalism and communications, information studies and business administration In addition, less than 5% English marketing terms are also created by loan translation from other languages, mainly French and Latin Those loan terms normally express old concepts, not new ones, however 3.2.2 Ways of forming Vietnamese marketing terms Marketing field is considered to be young in Vietnam, compared to others Knowledge of this field is therefore acquired mainly from developed countries, where marketing is first introduced and continuously updated and refreshed to meet the new demands In other words, due to social conditions, it seems that the system of scientific concepts of marketing in Vietnamese is formed primarily through loan translation including semantic translation and grammatical translation for example personal selling – bán hàng nhân, market segmentation – phân đoạn thị trường, marketing – tiếp thị … However, this method of marketing terms formation also leads to either semantic inequivalence (inaccurate translation of orginal English marketing concepts in Vietnamese) for example “tiếp thị”, “chiến lược sản phẩm”, “thấu hiểu khách hàng” … or non-terminological Vietnamese explanations of English marketing terms in as in “định giá cộng dồn”; “giảm giá trả tiền mặt”, “sử dụng người tiếng để quảng cáo”, “tỷ lệ khách hàng thực hành vi sau xem nhấp chuột vào quảng cáo” … In addition to loan translation, Vietnamese marketing terms are also directly loaned from English Those direct loanterms are normally international terms both in terms of form and meaning and on the rise, especially in e-marketing field for example marketing, e-marketing, thẻ Meta, định giá hybrid 15 3.2.3 Remarks on formation ways of English and Vietnamese marketing terms Regarding the similaritie, both two systems of marketing terms are basically formed in the same ways as other disciplines’ terminologies namely terminologization, borrowing and loan translation In addition to the borrowing of a large number of terms from multi disciplines, marketing terms in both English and Vietnamese are loan terms from foreign languages such as English, Latin or French Regarding the disparities, while English marketing terms are mostly terminologized from general purpose language words through semantic extention or narrowing, Vietnamese ones are largely loan translations including both semantic translation and grammartical translation from English terms Besides, he direct loan from English terms is becoming common trend inVietnamese, whereas, loan terms in English are often historic and translated 3.3 The contrast of denominative characteristics of English vice versa Vietnamese marketing terms 3.3.1 Denomination of terminology Marketing terms as denominative uints are those consist of at least two semantic elements They are alo subjects of study in this dissertation in terms of denominative features, models and semantic categories 3.3.2 Semantic categories of English and Vietnamese marketing terms In this dissertation, marketing terms are semantically categorized into different groups as follows 16 No Semantic categories of marketing terms Number Number of of terms terms in in Vietnamese English Marketing activity 299 202 Marketing research 256 154 Markets and Customers/Clients 234 169 Products/Services and Brands 240 157 Prices and Pricing 178 91 Sales and Distribution 237 151 Advertising and Communications 245 168 Internert marketing or Online Marketing 251 133 1940 1225 Tổng This categorization is based on the nature of marketing, basic content of marketing field as well as denotative meaning of the investigated terms 3.3.3 The denominative characteristics of English and Vietnamese marketing terms in each of the semantic categories 3.3.3.1 The denominative characteristics of English and Vietnamese terms of marketing activities Those terms refer to the marketing nature, strategies, environments and perspectives They are distinghuised by distinctive features in nature, size, method, field and object For each term, only one or two features are used for denomination with different denominative models 17 3.3.3.2 The denominative characteristics of English and Vietnamese terms of marketing research Terms of marketing research include those that express the research process, data collection, research methods and tools as well as data processing and analysis … These terms are distinctive in terms of their properties, methodology, objects, places and study fields according to denominative models 3.3.3.3 The denominative characteristics of English and Vietnamese marketing terms of markets and customers/ clients These types of terms refer to concepts of customers or clients, market strategies, market characteristics and market segmentation They are further classified into two subcategories as markets and customers/clients All are distinctive in semantics thanks to one of the features relating to market types and characteristics, products and services for sale, geographical areas, market status, purchasing power, customers’ behaviors, attitudes and income level There is a total of 10 denominative models for this category of terms 3.3.3.4 The denominative characteristics of English and Vietnamese marketing terms of products/services and brands This category of terms include terms of types of products or services as well as their properties, materials, functions, designs and qualities The denomination of these terms is based on one of the distinctive features in buying habits or behaviors, origins, periods of usage, modes of existences There are 10 models of these terms denomination 3.3.3.5 The denominative characteristics of English and 18 Vietnamese marketing terms of prices and pricing These terms refer to decisions and strategies over pricing and types of prices Seleted features for denomination include objects, bases, methods, scopes and aims with models of one or two denominative features 3.3.3.6 The denominative characteristics of English and Vietnamese marketing terms of sales and distribution Marketing terms of sales and distribution categoryconsist of those expressing distribution channels and structures, decisions as well as sales techniques and strategies, selling forces … These terms are classified into two submain categories as distribution channels and sales and distribution activities.Distinctive features for denomination of these terms include structures, functions and ownership of distribution channels, product types prices and fields, distribution areas and selling methods …There are 10 denominative models in total 3.3.3.7 The denominative characteristics of English and Vietnamese marketing terms of advertising and communications Terms of marketing advertising and communications are those that express communications nature, media, strategies,and form in marketing They are distinghuised basing on one or two distinctive features of scope, method, form and strategy of communications The denominative models include in total 3.3.3.8 The denominative characteristics of English and Vietnamese internet marketing terms Terms of internet marketing employ many from information studies including basic concepts, tools and data besides common marketing 19 concepts and activities These terms use one distinctive feature for denomination Those features express characteristics, functions, contents and tools of internet marketing according to models 3.3.4 Remarks on denominative features of English and Vietnamese marketing terms Firstly, the most common semantic features which are used for denomination in both English and Vietnamese marketing terms include those of properties, scopes, fields, objects, methods and tools Less common distinctive features are of bases, time, sizes and types Secondly, each semantic category of terms use different distinctive features of denomination in terms of both types and frequencies Specifically, terms of marketing research mainly use distinctive features of methods and research objects In other words, in naming concepts of research marketing, the focus is on what and how to study In contrast, marketing terms of brands, for example, are distinghuised by components and activities of brands Similarly, terms of marketing actitivities use distinctive features of their nature, characterisitics, areas and objects to name the concepts Marketing terms of pricing and prices, in contrast, consider features of pricing bases, and subjects as distinctive ones for denomination Terms of customer or clients and marketing communications use fewer dictinctive features for denomination compared to those of products or services and sales and distribution This may imply the fact that terms of these later categories are richer in quantity and more diverse in meaning than the first In detail, terms of customers/clients base only on number of buyers and purchasing power for denomination while terms of advertising and communications use such features as tools, channels, subjects … to differentiate terms from each other semantically And terms of servicesuse features of properties, scales, fields, objects, space, methods with relatively equal frequency for 20 denomination Thirdly, in some cases, the determination of distinctive features for denomination of terms with at least two semantic elements seems indefinite depending on criteria and communicative context as well as purposes For instance, in “interactive marketing”,“interactive” is used as the distinctive feature for denomination The problem is “interactive” can be considered as a feature of property or actitivity Fourthly, most of the marketing terms are secondary denominative units, namely constisting of at least two semantic elements The number of marketing terms as primary denominative units is limited Furthermore, those secondary denominative ones mainly use one semantic distinctive feature for denomination This explains why most semantic models of marketing terms are comprised of two semantic elements, of which the main element A functions as semantic categorizer, and the defining element X functions as semantic distinctive element for A.If X precedes A in English and A precedes X in Vietnamese, X is usually of characteristics, qualities, areas, methods, contents and objects In contrast, if A precedes X in English and X precedes A in Vietnamese, X is of components, tools and activities From these findings, the dissertation comes to the conclusion that English and Vietnamese marketing terms share many similarities in denomination This is consistent with the remarks about formation ways of these two systems of terms, which states that Vietnamese marketing terms are mainly loan translations from English ones 21 CONCLUSION With the aim of finding out similarities and differences (if any) between the two systems of marketing terms in English and Vietnamese, thus contributing to the effectiveness and convenience of marketing study and practice, the dissertation analyzed and contrasted 1940 English marketing terms and 1225 Vietnamese ones in terms of structural characteristics, ways of formation and characteristics of denomination The findings can be summarized as follows Regarding the theoretical background, after a careful review, analysis and evaluation of theories and studies on terminology both in the world and in Vietnam, the dissertation has visualized different periods of foundation and development of terminology with prominent theories and approaches.Accordingly, terminology can be studied either under the traditional theories which prioritise concepts and the preciseness of concepts in denomination, or from new approaches that promote communicative or cognitive or cultural considerations Of these theories and approaches, the dissertation used the traditional one Its theoretical frame is then based on theories of terminology, denomination and comparative linguistics Specifically, the dissertation defines marketing terms as words or phrases expressing marketing concepts and objects of nature, principles, strategies, research, communications … and tools Those as subjects of this study must satisfy two criteria: scienticality and internationality The contast of the marketing terms in two languages also follows the principles and methods of comapartive and contrastive linguistics Regarding the structural characteristics, English and Vietnamese marketing terms are found to share similaries in word classes and phrase classes, syntactic relationships, methods of formation and structural models In detail, in both languages, marketing terms as phrases 22 outnumber the marketing terms as words (more than 65% compared to less than 35 % respectively) Those terms as phrases are mainly noun phrases comprised of to consituent elements with one is the main element and the other is the submain, defining or clarifying the main one Finally, though there are more than 10 structural models of marketing terms in each language, only one with two constituent elements is highly productive one, producing more than 63% of all marketing terms studied In addition to these similarities, English and Vietnamese marketing terms are distinctive in several aspects.Marketing terms as words in English double those in Vietnamese (34.9% compared to only 17.0%), while marketing terms of at least consituent elements in Vietnamese exceed those in English This can be concluded that English marketing terms in general are shorter and more consise in structure in comparison with Vietnamese ones Besides, the difference in language typology also results in the difference in methods of marketing terms’ formation between English and Vietnamese, namely, only English marketing terms are contructred through derivation Regarding the ways of terms formation, while English marketing terms are formed through ways of terminologization and multi disciplinary borrowing, Vietnamese marketing terms are created by means of loan translation from English marketing terms Specifically, many English marketing terms are terminologized through semantic extension and narrowing or metaphor and metonymy Especially, marketing terms in English have borrowed more than 65% terms from multi disciplines including economics, journalism and communication and information technology.Vietnamese marketing terms, in contrast, are mainly loaned from English though two ways: loan translation and direct loan One explanation for this is that marketing is a young and quite new discipline in Vietnam, influenced by economic and politic differences, therefore up to now most of marketing knowledge in this field has been accquied from 23 the western industrialized nations, including Britain, where marketing has a long history of development Regarding the denominative characteristics, since most Vietnamemse marketing terms are loan translations of English ones, both systems of these marketing terms share many in common First of all, both of these terminologies are categorized into semantic groups including marketing activities, marketing research, markets and customers/clients, products/services and brands, sales and distribution, communications and internet marketing Marketing terms of secondary denomination account for a majority of terms in both languages These terms are denominated according to 57 models, most of which consist of semantic elements, one functions as the original element of categorization, the other is the semantic distinctive featureof the original In other words, each marketing term in English and Vietnameseonly uses one distinctive feature for denomination The most common features used for marketing terms denomination include those of properties, areas, objects, methods, and tools Features relating bases, times, sizes and types are less common Another remarkable finding of the dissertation is that it has mentioned and pointed out some problems concerning the translation of loan terms from English into Vietnamese Specifically, some marketing terms semantically translated into Vietnamese like “tiếp thị”, “bảo hộ thương hiệu” are inequivalent to the original English meanings; orsome other English marketing terms are replaced by non-terminological forms as explanations or descriptions such as “giảm giá trả tiền mặt” in Vietnamese.; or there exist synonyms in Vietnamese marketing terms as “nhãn hiệu”, “thương hiệu” … These findingscan be said to have successfully answered the research questions.Therefore, it is generally concluded that the dissertation have achieved its aims and targets in establishing a theoretical basis relating to terminology and terminology studies, terminology formation and 24 terminology denomination; identifying similarities and disparities between English and Vietnamese marketing terms in terms of structural characteristics, ways of formation and denominative characteristics The dissertation has provided a useful reference for researchers, lecturers, and users of marketing termsin understanding, acquiring and applying those terms and marketing knowledge in practice, contributing to the development of this new scientific field in Vietnam Limitations of this dissertation lie firstly in the scope of the research data, especially that of Vietnamese marketing terms Collected mainly from course books, research materials and academic teaching materials, those terms may exclude new marketing terms used in reality In addition, due to the limitation of time and scale, the dissertation has not discussed thoroughly enough ways of formation of Vietnamese marketing terms, especially terms origins or proposals to deal with existing problems in loan translation from English marketing terms into Vietnamese as mentioned Therefore, the research seems exploratory and those findings should only be considered as intinital ones Further studies in this field are still needed with the following suggested approaches and directions First, English and Vietnamese marketing terms or terminologies should be studied under new approaches such as communicative or cultural ones; Second, studies that focus on the standardization of Vietnamesemarketing terms, namely identification of non-standardized terms and suggestions for adjustment and unification, can be very potential and of practical values Third, another direction for research in marketing terms is the compiling of a contrastive dictionary of markeing terms in English and Vietnamese; or the building of a database of marketing terms in practice … Those suggested future studies are promised to deepen knowledge of marketing terminologies as well as contribute to the development of this new scientific field in Vietnam ... (2018), Tiếp cận thuật ngữ theo đường hướng giao tiếp, Tạp chí Nhân Lực Khoa học Xã hội, số 06 (61) Hà Thị Hương Sơn (2018), Đặc điểm cấu tạo thuật ngữ maketing tiếng Anh, Tạp chí Ngơn ngữ Đời sống,... Tạp chí Ngơn ngữ Đời sống, số (275) Hà Thị Hương Sơn (2019), Con đường hình thành thuật ngữ marketing tiếng Anh, Tạp chí Từ điển học & Bách khoa thư, số (58) 1 INTRODUCTION Rationales Research... segmentation – phân đoạn thị trường, marketing – tiếp thị … However, this method of marketing terms formation also leads to either semantic inequivalence (inaccurate translation of orginal English marketing
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