Marketing assignment

For example, many businesses today are changing with technology, and they need to lay off some
employees. Where, old literature proposed large number of employees to ensure smooth flow of events
within an organization, technological changes may contradict the theory hence bringing the need for
revision.

Therefore, in this paper we have to carefully evaluate and analyze every argument. This will lead to a
conclusion where marketers will be advised whether to rely on the journal article or just ignore. If the
journal article has not done the expectations of marketing theories, then it is going to be nullified as
reliance on it might lead to losses in organizations (Blank 2000, p. 26).

Summarize the journal, “The Capabilities of Market-Driven Organizations”

The journal, “The Capabilities of Market-Driven Organizations” is focusing on market driven

organization. These are organizations that align their management with market expectations. These
organizations are said to be flexible such that they conform with various market expectations that lead
to acquiring consumer equity hence maximizing their profits. In fact, such activities have got several
strategies aimed at enhancing their capabilities in the market

For example, if an opportunity comes up in the market, market based organizations extend their
capabilities at the advantage of their competitors hence being able to maximize in terms of their profits
(Cravens and Shipp 2001, p. 32). The journal has addresses capabilities approach to strategy where
issues such as perspectives on competitiveness are addressed. These are concerned with the strategic
management which enables organizations to stay at ahead of their competitors.

In order for an organization to realize competitive advantage, they need to come up with strategies to
ensure that they are positioned way above their competitors in the market.
Furthermore, the article addresses the issue of capabilities and resources and their connection as far as
progress is concerned. For example, market driven organizations have strategies which guide them on
selection of locations hence establishing their assets in places best fit for their business. Then they
merge their capabilities with their resources to stay in the market successfully.

The journal also highlights the issue of capabilities where it explains how organizations should define
and identify their capabilities in order to capitalize on its operations (Kotler and Keller 2012, p.16). In
fact, the most critical step in any business is identifying its weaknesses and strengths.

This is because managers can now know how to maximize on their capabilities, and how to improve on
their on their weaknesses to counter competitor threats in the market. Organizations should be able to
classify their capabilities in order to achieve the best performance.

This means that they should be able to know capabilities emphasized by external and internal factors.
The external factors include sensing the market whereby the organization learns about an upcoming
market, customer linking and channel bonding (Webster 2004, p.11). The internal factors include
financial management within the organization, controlling cost and integrated logistics among others.

Finally, the journal addresses issues relating to development of capabilities for organizations which
includes designing those capabilities. It gives guidance on programs expected to be effective in
enhancement of the capabilities. These guidelines have their base in approaches of capabilities in
regards to strategies and total quality management

Synthesize the literature relating to the article and either support the article or argue against the article

I support theories in this article since it aligns with much of theories learnt from the marketing
management book. In fact, much of the information in this journal is based on marketing books and
articles written by other marketing authors. Just like in other marketing theories, the journal advocates
for customers’ needs to be given priority in all business activities (Jaworski and Kohli 2001, p.40).

It is clear in the journal that companies that are able to react to changes in the environment stand
greater chances of surviving in the harsh, competitive market. Marketing theories have for long targeted
businesses which have the capability to adjust to changes in the environment (Narver and Slater 2000,
p.138).

For example, organizations should be able to adopt technological changes in order to remain profitable.
This is because technology comes with a lot of positive changes for organizations in a way such that the
changes are in evitable. For example, the use of computers in records keeping has a significant impact
on development of many organizations. In the issue of distinctive capabilities, just like other marketing
theories, the journal outlines how the organization should test its capabilities.

Testing capabilities helps organizations to know which capabilities are appropriate for their operations
and which ones need to be eliminated. Since the author has arguments concurring with marketing
theories, then the journal should be supported. Furthermore, the manner in which the journal analyzes
capabilities is remarkably perfect as they are evaluated on the basis of their advantages and
performance outcomes.

Marketing theories are abundantly clear on how to evaluate factors and other aspects in the market by
sampling their advantages over the competitors. In addition, they work out on the expected outcomes
since the aim of any organization is to achieve the expected performance (Shah 2000, p. 67).

The journal connects organization assets and other resources with their capabilities in the business. This
is done to make sure that managers and their marketers work together with the understanding of how
their available assets can be used to maximize company profits.

Company’s capabilities should be used wisely in order to ensure the marketing mix is upheld properly.
This means that customer satisfaction must be attained with full utilization of organizations capability.
These capabilities are dynamic since they change with changing aspects of the market which is dynamic,
as well.

Explain and discuss what the article contributes to theory development and practice

This article has detailed particularly salient points that should be used in development of marketing
theories and practice. In fact, it is focused on how organizations can survive in any competitive market
without having to incur a lot of expenses in creating awareness. For instance, when an organization
identifies its capabilities in the market and invests in maximizing its profits by directing its efforts to
those capabilities it stands better chances of beating its customers in the market.
The article highlights on spanning capabilities, which represent operations carried by all organization.
This can be used by the organization to plan and implement their operation strategies whereby the
organization need to know their capabilities based on activities carried towards the organization (Lloyd
1994, p. 69). This involves company customers who bring revenue as they consume products and
services from the organization.

These aspects are crucial for any organization since they need to source the market in order to identify
those with maximum potentials. This means all factors outside the organization but those that bring
inputs to the organization need to be considered at all times by organization managers (Hartley 2008, p.
98). Aspects of market sensing can be used by marketers in carrying out marketing research whereby
they can apply the steps involved in sensing.

The idea of designing the program of change is extremely crucial in development of marketing theories
and practice. This is because, for any activity to be carried out successfully there must be a design and a
plan which guides and regulates what need to be done. In developing market theories, aspects of
designing and planning, should be given priority as they form a base for concrete decision making
process.

Planning is essential in fostering changes within the organization because the process will be monitored
by various individuals. This promote transparency and increases acceptance of the change since many
stakeholders are involved in the change process (Sinkula 2006, p. 38). The aspects of customer linking
can be useful in developing marketing theories since it highlights on how customers can be handled by
organizations.

Since customers are necessary for any organization, managers should come up with ways of ensuring
that their needs are addressed hence increasing their satisfaction (Aaker 1998, p. 102). When customer
satisfaction is achieved, organizations build customer equity, which translates to increased loyalty and
revenue. The elements of TQM in this journal can also be used in theory development as organizations
need to manage their quality in order to retain customer trust.

Make recommendations to marketers so that their future marketing ventures will be successful

For marketers to be successful in their ventures, they should make sure that they follow all aspects of
the marketing mix (Tadepalli and Avila 1999, p. 100). Marketers should make sure that their products
meet the specified requirements in order to satisfy their customers. This is vital because quality
products and services, which lead to customer satisfaction, accrue customer loyalty. They should make
use of their organizational capabilities to venture into any competitive market.
For example, when deciding on location for setting up services companies, marketers should be able to
identify the capability of their proposed location to attract customers for their services (Uncles 2000,
p.9). This means that market research is vital for any marketers in order to identify a location with
necessary potential for their business. Market research helps in knowing customer preferences, which
helps marketers in designing the right products and services for that market (Upbin 2000, p. 13).

Marketers should apply techniques of market sensing in knowing the best prices they can set up for
their products to be accepted. This plays a key role in organizations since they know the price at which
to venture in the market without making loses. Marketers should make sure that they have
communication strategies on the ground to make sure that all their progress is communicated to the
consumers.

For example, marketers should be able to come up with advertising methods aimed at ensuring that
consumers know about the products hence increasing on sales. Marketers should find out the best
promotion tools required when venturing into competitive markets. Depending on market
segmentation, they should come up with means of launching their products to different segments with
the aim of beating their competitors (Treacy and Wiersema 2005, p.256).

Marketers should be able to find out strategies and tools used by their competitors in marketing their
products and improve theirs in order to win customers. In addition, they should come up with a strategy
to get customer feedbacks so that they can know customer reactions. This can help in improvement of
product quality and customer requirements in terms of pricing