Resource base and marketing capabilities constitute a study of.doc

 PAGE \* MERGEFORMAT 4 Resource base and marketing capabilities constitute a study of   Abstract: Resource-based view that the specific resources and ability to source of competitive advantage. Resource-based enterprise marketing competency framework consists of three levels of composition: Marketing culture and marketing strategy and marketing operation, it is the enterprises in the process of interaction with the environment, an important means to achieve competitive advantage. Three components of the organic integration provides enterprises with superior marketing capabilities and competitiveness.   Keywords:: resource-based view; marketing capabilities; marketing culture; Marketing Strategy     strategy is to why the different companies. This difference is reflected in many aspects, where the key is the difference between the performance of different enterprises. Enterprise resource-based view that the unique resources of the enterprise performance and capacity of different root causes. Ensuing question is, from the resource-based view perspective, enterprise and customer interaction in the process of marketing capabilities of its composition is like? 3,   watch from the resource base, enterprise marketing capabilities can be divided into three levels: the highest level is the sales culture. It is the company on its marketing activities, as well as the fundamental business activity itself, the views and guiding ideology, is the enterprise-level concept of content. Customer-oriented culture is the mainstream of corporate marketing. The fact also shows that customer-oriented philosophy for the business performance has brought positive effects.   in marketing strategy, market positioning is the key, which requires market segmentation, target market-determined and other activities. The original location variables are mainly the product quality and price factors, and later extended to such as customer relationship, services, intangib