Marketing译为什么最贴切？
<p><span word="Marketing">Marketing</span>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<span word="marketing">marketing</span> <span word="department">department</span>和 <span word="marketing">marketing</span> <span word="plan">plan</span>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，<span word="marketing">marketing</span>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。</p><p>我们不妨先从<span word="market">market</span>作动词的含义谈起。当<span word="market">market</span>作及物动词时，意思是<span word="to">to</span> <span word="carry">carry</span> <span word="on">on</span> <span word="all">all</span> <span word="activities">activities</span> <span word="by">by</span> <span word="which">which</span> <span word="transfer">transfer</span> <span word="of">of</span> <span word="title">title</span> <span word="or">or</span> <span word="possession">possession</span> <span word="of">of</span> <span word="a">a</span> <span word="product">product</span> <span word="from">from</span> <span word="seller">seller</span> <span word="to">to</span> <span word="buyer">buyer</span> <span word="is">is</span> <span word="effected">effected</span>； 或者是<span word="to">to</span> <span word="introduce">introduce</span> <span word="a">a</span> <span word="product">product</span> <span word="on">on</span> <span word="the">the</span> <span word="marketThe">marketThe</span> <span word="exporter">exporter</span> <span word="wishes">wishes</span> <span word="to">to</span> <span word="market">market</span> <span word="his">his</span> <span word="goods">goods</span> <span word="in">in</span> <span word="a">a</span> <span word="foreign">foreign</span> <span word="country">country</span> <span word="through">through</span> <span word="instrumentality">instrumentality</span> <span word="of">of</span> <span word="an">an</span> <span word="independent">independent</span> <span word="agent">agent</span>. 那个出口商想要靠一位独立代理人在国外销售其货物。</p><p><span word="The">The</span> <span word="joint">joint</span> <span word="venture">venture</span> <span word="insisted">insisted</span> <span word="on">on</span> <span word="their">their</span> <span word="cooperative">cooperative</span> <span word="marketing">marketing</span> <span word="the">the</span> <span word="new">new</span> <span word="computers">computers</span>. 这家合资企业坚持它们合作销售新计算机。</p><p>当<span word="market">market</span>作不及物动词时，它与<span word="trade">trade</span>含义相同，表示在市场上进行买卖活动，它派生的<span word="marketing">marketing</span>只能译为“<span word="Marketing">Marketing</span> 作为经贸术语，《<span word="Americana">Americana</span> 百科全书》的解释是："<span word="Marketing">Marketing</span> <span word="is">is</span> <span word="defined">defined</span> <span word="as">as</span> '<span word="the">the</span> <span word="performance">performance</span> <span word="of">of</span> <span word="business">business</span> <span word="activities">activities</span> <span word="directed">directed</span> <span word="towards">towards</span>, <span word="and">and</span> <span word="incident">incident</span> <span word="to">to</span>, <span word="the">the</span> <span word="flow">flow</span> <span word="of">of</span> <span word="goods">goods</span> <span word="and">and</span> <span word="services">services</span> <span word="from">from</span> <span word="producer">producer</span> <span word="to">to</span> <span word="customer">customer</span> <span word="or">or</span> <span word="user">user</span>'. <span word="Marketing">Marketing</span>, <span word="therefore">therefore</span>, <span word="is">is</span> <span word="made">made</span> <span word="up">up</span> <span word="on">on</span> <span word="one">one</span> <span word="hand">hand</span> <span word="of">of</span> <span word="physical">physical</span> <span word="activities">activities</span> <span word="such">such</span> <span word="as">as</span> <span word="transporting">transporting</span>, <span word="storing">storing</span>, <span word="and">and</span> <span word="selling">selling</span> <span word="goods">goods</span>, <span word="and">and</span> <span word="on">on</span> <span word="the">the</span> <span word="other">other</span> <span word="hand">hand</span> <span word="of">of</span> <span word="a">a</span> <span word="series">series</span> <span word="of">of</span> <span word="decisions">decisions</span> <span word="which">which</span> <span word="must">must</span> <span word="be">be</span> <span word="reached">reached</span> <span word="by">by</span> <span word="any">any</span> <span word="organization">organization</span> <span word="undertaking">undertaking</span> <span word="any">any</span> <span word="part">part</span> <span word="of">of</span> <span word="the">the</span> <span word="process">process</span> <span word="of">of</span> <span word="moving">moving</span> <span word="goods">goods</span> <span word="from">from</span> <span word="the">the</span> <span word="producer">producer</span> <span word="to">to</span> <span word="the">the</span> <span word="user">user</span>."</p>
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