Classification of the combinatorial behavior of verbs in the marketing domain

Abstract

The aim of this article is to provide a description of verbs in the specialized domain of marketing by focusing on their syntactic-semantic behaviors. Using a methodology based on combinatorial properties and paradigmatic relationships, we describe the essential syntagmatic profile of verbs that belong to different verb classes. The hypothesis is that each verb is associated with its particular argument scheme from which it is possible to identify its specialized meaning and establish correlations with a series of predicates with which it shares a set of linguistic properties. The research was done in the domain of marketing, which is a very dynamic field, also underlined in the definitions, which use terms such as activity, process, mechanism, adaptation, strategy, techniques, all designed to satisfy the needs of the customer for the benefit of the company [1].The domination of lexical units describing processes motivated us to explore verbs, as the main words used to express actions, with the help of the Sketch Engine tool, so as to determine their terminological nature and their role in expressing marketing dynamics.