Analysis of Marketing Capabilities Report 2022

Running head: ANALYSIS OF MARKETING CAPABILITIES
ANALYSIS OF MARKETING CAPABILITIES
Name of the Student
Name of the University
Author Note

1ANALYSIS OF MARKETING CAPABILITIES
Introduction
The case study that has been taken into consideration for analysis in the report is mainly
based on the marketing capabilities that can have an impact on international marketing activities.
The major points that have been discussed by the authors will be analyzed in the report in detail.
The opinions related to the article will also be provided in the report. The link that has been
developed between arguments of the authors and the lessons in the unit will be analyzed in the
report in detail (Morgan, Feng & Whitler, 2018).
Main points and arguments of the authors
The major points that have been raised by the authors are mainly based on the ways by
which marketing capabilities can influence the international marketing based activities. The
increase that has taken place in research related to development and implementation of
marketing capabilities has been discussed and analyzed in the article in detail (Morgan, Feng &
Whitler, 2018). The international marketing based literature has also been able to depict the
growth that has taken place in research related to this aspect. The review of the studies related to
marketing based capabilities have been based on the influential journals that have been
developed by the authors. The interviews provided by different experts have also been taken into
consideration for the purpose of understanding the topic of the article in a detailed manner
(Morgan, Feng & Whitler, 2018).
Your opinion of the article
According to me the article has been successful in analyzing the issues related to
marketing capabilities in the process of international marketing. The concept based on
capabilities in the literature of marketing has been analyzed in the article in detail. The

2ANALYSIS OF MARKETING CAPABILITIES
capabilities have been mainly discussed with respect to the knowledge and skills of the
employees. The implementation of capabilities in the process of international marketing has been
analyzed in an effective manner and is able to provide with knowledge related to these factors
(Wang & Kim, 2017). The research in the article has been based on the experiences that have
been gained by the marketing experts in different parts of the world. The marketing literature has
also been analyzed in the article based on the experience and research of the scholars in different
parts of the world. I have also been able to gain major levels of knowledge related to the
marketing capabilities and the relationship that has been developed with different marketing
based theories as well (Cacciolatti & Lee, 2016).
Ways by which the points and arguments of the authors be applied to the lesson in this unit
(Marketing mix, marketing orientation, and organizational structure)
Marketing capabilities have been defined as the ability of the firms to use the resources
that are available for them in order to perform the marketing based tasks in an effective manner.
The different theories that have been taken into consideration are also related to the process of
market capabilities in the organizations (Najafi-Tavani, Sharifi & Najafi-Tavani, 2016). The
midlevel based marketing capabilities have been analyzed in the article in detail. Marketing
strategy planning has also been discussed with respect to the implementation of marketing
capabilities. The different theories that have been linked with the marketing capabilities include
dynamic MCs or marketing capabilities, ability to understand the needs and demands of the
consumers (Feng, Morgan & Rego, 2017).
The management of global brands and the marketing based learning capabilities have also
been discussed in the article. Marketing orientation and marketing mix based theories have also
been analyzed in the article. The marketing mix of organizations can be linked directly to the

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capabilities that they have been able to gain. The structure of an organization is influenced in a
huge manner by the marketing based capabilities of the firms. On the other hand, organizational
structure can also affect the ways by which employees or the organizations can use their
capabilities in an effective manner (Hao & Song, 2016).
Conclusion
The analysis can be concluded by stating that marketing capabilities are able to influence
the ways by which organizations can maintain their operations in the respective industries. The
different theories that have been taught in the course including marketing mix, marketing
orientation and organizational structure have been discussed and analyzed in the article in detail.
The arguments that have been raised by the authors in the article has been able to provide details
related to the ways by which marketing capabilities can be implemented in order to improve the
operations of various organizations in the respective industries.

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References
Cacciolatti, L., & Lee, S. H. (2016). Revisiting the relationship between marketing capabilities
and firm performance: The moderating role of market orientation, marketing strategy and
organisational power. Journal of Business Research, 69(12), 5597-5610.
Feng, H., Morgan, N. A., & Rego, L. L. (2017). Firm capabilities and growth: the moderating
role of market conditions. Journal of the Academy of Marketing Science, 45(1), 76-92.
Hao, S., & Song, M. (2016). Technology-driven strategy and firm performance: Are strategic
capabilities missing links?. Journal of Business Research, 69(2), 751-759.
Morgan, N. A., Feng, H., & Whitler, K. A. (2018). Marketing capabilities in international
marketing. Journal of International Marketing, 26(1), 61-95.
Najafi-Tavani, S., Sharifi, H., & Najafi-Tavani, Z. (2016). Market orientation, marketing
capability, and new product performance: The moderating role of absorptive
capacity. Journal of Business Research, 69(11), 5059-5064.
Wang, Z., & Kim, H. G. (2017). Can social media marketing improve customer relationship
capabilities and firm performance? Dynamic capability perspective. Journal of Interactive
Marketing, 39, 15-26.