英语美文精选:谈谈marketing的汉译
来源:才华咖 本文已影响1.29W人
来源:才华咖 本文已影响1.29W人
marketing是经贸英语中最常用的词语之一。在外贸人员的名片上我们也经常看到marketing department和 marketing plan等词语。,它们通常被译成销售部和销售计划。在外贸函电和外贸英语教科书中,marketing常被译为"销售"。笔者认为这种译法不够确切。这除了有语言方面的原因外,还涉及到中外经营管理体制的不同。
我们不妨先从market作动词的含义谈起。当market作及物动词时,意思是to carry on all activities by which transfer of title or possession of a product from seller to buyer is effected; 或者是to introduce a product on the market(n.市场)。这种含义的market及其派生marketing的意思与sell和sale相近,可汉译为"销售",如:
The exporter wishes to market his goods in a foreign country through instrumentality of an independent agent. 那个出口商想要靠一独立代理人在国外销售其货物。
The joint venture insisted on their cooperative marketing the new computers. 这家合资企业坚持它们合作销售新计算机。
当market作不及物动词时,它与trade含义相同,表示在市场上进行买卖活动,它派生的marketing只能汉译为"(市场上的')交易,买卖",而不是单一的"销售"。例如:do our evening marketing(到夜市上去买(卖)东西);an international marketing company(一家国际贸易公司)。
Marketing 作为经贸术语,《Americana 百科全书》的解释是:"Marketing is defined as " the performance of business activities directed towards, and incident to, the flow of goods and services from producer to customer or user". Marketing, therefore, is made up on one hand of physical activities such as transporting, storing, and selling goods, and on the other hand of a series of decisions which must be reached by any organization undertaking any part of the process of moving goods from the producer to the user."
由此可知marketing一词的含义很广,它主要是指提供产品和服务来满足消费者的需要。具体包括:市场调查、开发产品、制定销售政策、规定合理价格、改进销售方法、开拓销售渠道、调节产品贮运、培训业务人员、改进售后服务、公共关系和广告业务等等。所以不能狭隘地把marketing理解成selling或sale,实际上后者仅仅是marketing的一部分。例如:
Marketing of a product does not only mean selling, but going to the market,
visiting our customers... 推销产品不只意味着出售,而且还要亲临市场,拜访客户……
汉译时需要根据具体的语言环境译成"推销"、"行销(学)"、"市场学"和"销售学"等等。
至于本文开头提到的marketing department到底怎样翻译,笔者认为先要了解中外经贸机构的设置情况。60年代末,西方工业由于广泛采用电子技术而出现了一个质变性飞跃,经济发展空前迅速,市场竞争日趋激烈。为了提高竞争力。为了提高竞争能力,这些国家的企业、公司越来越感到发展与推销产品有关的各个业务环节的综合作用的重要性。许多公司扩大了原来的sales department的业务范围,并把它改为marketing department。这是西方企业销售经营管理体制改革中的一项重要内容。英国广播公司(BBC)出版的《商业英语》( The language of business )一书在解释marketing department时指出: In many firms now the sales department, advertising department, public relations and so on are combined into one department, called marketing。其业务范围相当于我国现行外贸机制中各外贸进出口公司的出口处、商情处、外事组等部门。
因此笔者认为在翻译来自国外的函电或资料时,把marketing department译为"市场开拓部"、"推销部"更为确切些。而我国外贸公司设立的单纯销售部门的英译一般用sales department。
在我国的产、供、销合一的企业管理体制下,"销"是对应"产"而言,和marketing所指的"推销"或"销售"概念也有一定的区别,有关这种部门也可译成sales department。
当然,如果外贸公司或企业设立的是类似于上述的集多种职能于一体的机构,则也可译成marketing department.
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