Setting/Developing Marketing Capability

Setting/Developing Marketing Capability Essay example
Masters
Essay
Marketing
Pages 8 (2008 words)
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Setting and Developing Marketing Capability Contents Critical Review of Key Literature 3 Illustrative Examples 7 Implications for Practice 8 Introduction Marketing capabilities define organizational success and its ability to retain customers over a longer period of time…

Introduction

A primary understanding of operating markets and consumer behavior needs to be well integrated with marketing objectives and strategic plan for effective results. Favorable market environment conditions are perceived when the markets present expanded opportunities in the form of increased consumerism, high demand for specific goods and services and enabling technology systems that contribute towards enhanced customer service and improved ability to meet market demands. The paper provides a deeper insight into the key aspects involved in the setting and developing of marketing capabilities within an organization. Critical Review of Key Literature Organizations operate within the scope and opportunities presented by the market environment. Much of the organizational activities and processes are influenced and impacted by the environment within which they function and operate (Thomas, 1995). Favorable market environment conditions are perceived when the markets present expanded opportunities in the form of increased consumerism, high demand for specific goods and services and enabling technology systems that contribute towards enhanced customer service and improved ability to meet market demands. The market environment comprises of external forces that drive organizational competencies, market positioning and consumer attitudes (Lamb et al., 2012). ...
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