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Abwerbung

English translation: counteradvertising, converting [competitors'] customers etc.

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07:57 May 31, 2000
German to English translations [PRO]
Marketing
German term or phrase: Abwerbung
Does anyone know the term used by American marketing professionals for the "Abwerbung" of another company's customers?
BKantus
English translation:counteradvertising, converting [competitors'] customers etc.
Explanation:
counteradvertising is one “jargon term” (Complete [sic] Multilingual Dictionary of Advvertising Marketing and Communications, Passport Books, 1984). But, as so often, the devil is in the context. Advertising may not be involved at all. An effective translation may then rely on an expression like converting [competitors'] customers, winning customers away from rivals etc. --- Schäfer (Wirtschaftswörterbuch: Abwerbung: alienation, contracting away) may not be much help. But a word search in AltaVista turned up plenty of mineable URLs for your hunt: word count: rival’s customers: 33; rivals’ customers: 111; competitor’s customers: 315; competitors’ customers: about 1000
Selected response from:

Tom Funke
Local time: 21:50
Grading comment
Thanks, Tom. As I'm sure advertising would be involved, counteradvertising is a very good choice if the sentence were rephrased. Sorry, I should have heeded your advice (which I've seen before) on context. It would have helped the respondents to see the whole sentence, and especially to know that the term was used in a management report intended for presentation at a shareholders' committee meeting. Therefore, reluctantly, I had to steer away from all of those wonderful, colorful choices provided by Dan and others! Thanks to everybody again for your help.
4 KudoZ points were awarded for this answer

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Summary of answers provided
na(Note about context)
Tom Funke
napiratingWalter Grant
naclient-napping
Muhammad Riedinger
nacounteradvertising, converting [competitors'] customers etc.
Tom Funke
naattracting away
CarDel
naAcquiring, Soliciting, Poaching
Iain Purvis
napiratingRKS
nastealing - rustling - enticing away - pinching - swiping- kidnappingDan McCrosky
naTwo optionsWilliam Scheckel


  

Answers


6 mins
Two options


Explanation:
Usually employees are the ones who are "abgeworben" and in this case the US version is "headhunt" (i.e., "he was headhunted"). But if it really is customers we're talking about, then there isn't much of a common term - the mostly frequently used expressions are "luring" or "lure away." HTH, Will

William Scheckel
Local time: 03:50
PRO pts in pair: 139
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8 mins
Acquiring, Soliciting, Poaching


Explanation:
Of course, the soliciting I am referring to is in the English sense of the word, ie offering them inducements to change alliegence, not the American sense ;-) . It basically means trying to get the other company's customers to come to your shop instead. Iain Cassels German English Dictionary.



Iain Purvis
United Kingdom
Local time: 02:50
Native speaker of: Native in EnglishEnglish
PRO pts in pair: 88
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13 mins
pirating


Explanation:
pirating is jargon / taking away customers is also possible

If it's an employee, rephrase and say recruited by a headhunter.
"Headhunted" is a bit jargony. (So is jargony)


RKS
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32 mins
stealing - rustling - enticing away - pinching - swiping- kidnapping


Explanation:
You said you wanted words used by American marketing professionals.

Dan McCrosky
Local time: 03:50
Native speaker of: Native in EnglishEnglish
PRO pts in pair: 1541
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38 mins
attracting away


Explanation:
attracting customers away from the competition
other choices: 1st - wooing away, 2nd - luring away
but I would stick to the more positive attracting away.


CarDel
Local time: 20:50
Native speaker of: Native in EnglishEnglish
PRO pts in pair: 31
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39 mins
counteradvertising, converting [competitors'] customers etc.


Explanation:
counteradvertising is one “jargon term” (Complete [sic] Multilingual Dictionary of Advvertising Marketing and Communications, Passport Books, 1984). But, as so often, the devil is in the context. Advertising may not be involved at all. An effective translation may then rely on an expression like converting [competitors'] customers, winning customers away from rivals etc. --- Schäfer (Wirtschaftswörterbuch: Abwerbung: alienation, contracting away) may not be much help. But a word search in AltaVista turned up plenty of mineable URLs for your hunt: word count: rival’s customers: 33; rivals’ customers: 111; competitor’s customers: 315; competitors’ customers: about 1000


    Reference: http://www.marketus.net/marketresource.html
Tom Funke
Local time: 21:50
Native speaker of: English
PRO pts in pair: 2419
Grading comment
Thanks, Tom. As I'm sure advertising would be involved, counteradvertising is a very good choice if the sentence were rephrased. Sorry, I should have heeded your advice (which I've seen before) on context. It would have helped the respondents to see the whole sentence, and especially to know that the term was used in a management report intended for presentation at a shareholders' committee meeting. Therefore, reluctantly, I had to steer away from all of those wonderful, colorful choices provided by Dan and others! Thanks to everybody again for your help.
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44 mins
(Note about context)


Explanation:
ABOUT HELPFUL CONTEXT :-) --- Whenever possible, it helps your “would-be helpers” to see (A) all or most of the RELEVANT SENTENCE or short passage and (B) the GENERAL CONTEXT (e.g., plumbing or electrical wiring). (C) Take care, of course, not to reveal PROPRIETARY / CONFIDENTIAL INFORMATION in this information, e.g. by neutering personal, company and product names etc. --- (D) In some instances it is also helpful to know the GEOGRAPHY (source and/or target country), (E) TARGET AUDIENCE (e.g., radiology manager vs. radiologist or medical physicist), and/or ( F) the PURPOSE of the communication (informational vs. motivational, humor or satire etc.)

Tom Funke
Local time: 21:50
Native speaker of: English
PRO pts in pair: 2419
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2 hrs
pirating


Explanation:
but you could also say "stealing" or"alienating"

Walter Grant
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12 hrs
client-napping


Explanation:
I'm not sure whether this term is already a commonly accepted usage, but if not, language is perpetually evolving, and there is no harm in exhibiting some boldness in creativity!
Good Luck

Muhammad Riedinger
Pakistan
Local time: 07:50
Native speaker of: Native in GermanGerman
PRO pts in pair: 26
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