Assignment first：企业营销的动态能力分析
市场营销在当前环境下面临着许多动荡。这种动荡是由市场上的技术进步造成的，而且在消费者需求、新法规和更多方面存在着变化。对主要竞争优势的表述已不再有效。在这些动态变化的背景下，一些营销实践可能会变得过时或多余。因此，营销人员不得不重新考虑他们对动荡市场做出有效反应的能力。再一次，重点是重新考虑功能。通过重新考虑能力，组织将能够以更好的方式应对动荡的市场需求。
Assignment first：企业营销的动态能力分析
解决混乱的营销需求或不同的营销需求并不是什么新鲜事。这些是波特(1990)提出的确定的竞争优势的一部分。当地市场、消费者预期、市场因素和机构的差异在确定提高营销能力的需求方面起着重要作用。
Assignment first：企业营销的动态能力分析
Marketing in current environment faces much turbulence. The turbulence is created by technological advances in the market, and changes exist with respect to consumer demand, newer regulations and more. The representation of primary competitive advantages can no longer be effective. Some marketing practices can become obsolete or redundant in the context of these dynamic changes. Marketers hence are forced to rethink their ability to respond efficiently to the turbulent market. Once again, the focus falls on rethinking capabilities. By rethinking capabilities, organizations would be able to respond to turbulent marketing needs in a better manner 。
Assignment first：企业营销的动态能力分
The need to address turbulent marketing needs or different marketing needs is nothing new. These are part of the defined competitive advantages that Porter (1990) had presented. Differences in the local market, consumer expectations, market factors and institutions play a strong role in setting demands for improving marketing capabilities.
