English terms in the field of marketing: problems of rendering into Ukrainian

The article presents a comprehensive analysis of the challenges involved in translating Englishlanguage terminology in the field of marketing and advertising into Ukrainian, within the context of globalization and the active borrowing of English lexical units into professional discourse. The focus is placed on the structural and semantic features of English marketing terms, many of which include abbreviations, multi-word expressions, polysemous units, and specialized idiomatic constructions. The paper substantiates the relevance and applicability of various translation strategies and techniques, such as calquing, transliteration, descriptive translation, the use of lexical equivalents, and contextual substitution. Special attention is given to the phenomenon of homonymous abbreviations and the importance of in-depth contextual analysis for accurate meaning transfer. The study offers examples of translating current marketing terms and concepts commonly used in international discourse, with attention to their functioning in English-speaking environments. It is argued that effective translation of marketing terminology requires a high level of professional training, deep subject-matter knowledge, awareness of interlingual and intercultural communication features, and competence in modern linguistic transformation tools. The article concludes by emphasizing the need for a systematic approach to studying marketing terminology within translation studies and the importance of improving training methods for specialists capable of working effectively with dynamic terminological systems in a globalized world.