Kovalenko N. Structural and Semantic Peculiarities of Marketing Terminology in the German and Ukrainian languages.

The thesis is devoted to the contrastive analysis of the structure and semantics of the terminology of marketing in German and Ukrainian with the objective of revealing its general and distinctive features. Marketing conceptions have been considered in their synergetic relationship with the respective terminology. Typological peculiarities of the terminology of marketing have been established. The most productive models for building marketing terms in the contrasted languages have been determined. A corpus of loanwords as a primary means of replenishing the marketing terminology in German and Ukrainian has been studied, the phonetic and morphological processes of adoption of borrowed terms have been described. Thematic analysis of the marketing terminology has been made which permitted to single out 17 groups in the German and Ukrainian languages. The thematic arrangement of the marketing terminology in the German and Ukrainian languages has been outlined and the principal tendencies in the development of this terminology in the compared languages have been defined. The annotated German-Ukrainian glossary of marketing terms has been compiled.