أثر القدرات التسويقية على الأداء السوقي للمؤسسات لتحقيق التنافسية : دراسة عينة من المؤسسات الجزائرية

الملخص EN

The objective of this empirical study was to examine the impact of marketing capabilities operational (pricing management, product management, channel management, marketing communication management, sales force management) and capacity marketing stratégie (marketing information management, marketing planning, marketing implémentation) on the market performance of the institutions (niche Product Enterprise in the market compare to Competitors) to achieve the compétitivités of a sample of the Algerian institutions As a questionnaire for this purpose designed and distributed to the appropriate sample consists of (11) Foundation included many vocabulary amounted to 141 questionnaire valid for analysis, and to test the hypothèses of the study has used simple regression and multiple régression analysis.

The study attempts to answer the following question: What is the nature of the impact between marketing capabilities and performance of the institutions of the Algerian market Access to achieve competitive in the business sector, and the Most important résulta that have been reached: - Total marketing comptabilities - opérationnel dimensions of the various dimensions of operational marketing comptabilities Mojtmah- can explain what Nspenh 58.9% of the market performance achieved by the studied institutions, according to the evaluation of the respondents.

- Total marketing comptabilities -oa strategic dimensions of the various dimensions of strategic marketing capabilities Mojtmah- can interpret 29.9% of the market rate of performance.

The study recommended the need to activate the process of identifying aspects of the potential marketing capabilities that the institutions through which to respond to the marketing environment is stable, angered institutions for marketing aspects which have the skills and knowledge of high can achieve a competitive advantage in its field, such as the relationship management capabilities with customers, management capabilities signs commercial