The impact of essential capabilities of marketing on the performance of knowledge enterprises

Today, leading companies are trying to maximize their profitability by paying attention to important factors for their customers. This is the key to their success on the basis of marketing. Therefore, the present research seeks to identify and prioritize the essential marketing capabilities on the performance of science companies in science and technology park. The current research is about descriptive-survey research and data collection method. The statistical population of this study is 750 people and the sample is 254 employees and managers of Kermanshah University of Science and Technology Park students. A researcher-made questionnaire was developed. Whose validity was confirmed by the professors and experts of the university and experts in the Science and Technology Park. The Cronbach Alpha value of the knowledge-based knowledge base of 906/0 and the essential marketing capabilities were all above 0.70, which indicates acceptable reliability. The results of Pearson correlation coefficient showed that there is a positive and significant correlation between marketing capabilities and performance of student companies, and research variables with a 99% confidence level have a meaningful relationship and all relationships at error level 1 / 0 verified. Also, the results of regression showed that "service marketing", "Internet marketing" and "marketing of new products" affect the performance of knowledge-based companies. Finally, based on the results of Friedman test, the international marketing and export dimensions with the score of 7.61 have the highest impact and marketing services and Internet are in the next category.