Özet:

Purpose - The study is aimed at determining the impact of market focus and marketing capabilities on the relative marketing performance indicators in a comprehensive and component basis. Method: The developed research model has been tested on the companies listed in the lists of Turkey’s 500 Great Industrial Institutions and the Second 500 Great Industrial Institutions of Turkey. The data obtained by the survey method was analyzed using the SPSS 20 package program. The findings - The study concluded that the components and marketing capabilities that form the market-focused approach and the functional capabilities and the social media use capabilities positively affect all the relative marketing performance indicators, that the capabilities for human capital have only a meaningful and positive impact on the relative customer satisfaction, and that the department structure capabilities negatively affect all the marketing performance indicators. Discussions - When the customer focus, competitive focus, inter-functional coordination components that form the market focus approach are discussed together, the detection of the statistically meaningful contribution provided by the inter-functional coordination component in the description of the marketing performance indicators can be interpreted as the effect of the market focus on the performance that this component gives greater importance. In addition to the positive contribution of functional abilities to marketing performance, the establishment of a strong correlation between these abilities demonstrates the commitment of these abilities to each other. The positive impact of the performance of the abilities towards the use of social media indicates the benefits of social media use in traditional marketing activities. The findings obtained in human capital capabilities indicate that managers’ information infrastructure and experience did not make a significant contribution to the relative market efficiency and profitability. The capacity of the department structure is to negatively influence all the marketing performance indicators discussed in the study, emphasizing the importance of the strength and effectiveness of the department in the organization.