Marketing Capability Index－Taking One Funeral Company as an Example

　　The main concepts of this research are based on the theory of organization capabilities as well as Day’s (1994) theory of market orientation. This study builds and analyzes Marketing Capability Index, and then develop a useful and adaptable tool to measure marketing capability level of company. Follow this theoretical framework, taking one domestic funeral company as an example, we measure every department or employee’s marketing capability, and analyze how it different. At the meantime, exercising the cross- analysis, perceptual mapping, and combined with financial performance data for advanced applications. Based on a series of survey of all personnel from selected frim, results demonstrate that company and every sector have their advantage in different marketing capability attributes, and exist variation in dissimilar groups. Besides, different sectors’ relative orientation in marketing capability attributes will imply managers can map out the strategic positioning of every unit. Further, these results show that there some divergence between marketing capability score and financial performance, which implied there still have room for improvement.