چکیده:
Marketing orientation and marketing capabilities are among the significant and important issues of every company to be present in competitive markets. Since various factors are involved in formulating a marketing strategy, the purpose of the research is investigating the effect of market orientation and marketing capabilities on marketing strategies in the oil, gas and petrochemical industries. The research is descriptive, survey and applied. Its statistical population is all senior employees, managers and heads of companies affiliated to this industry, which was randomly sent online questionnaire and finally 300 questionnaires were analyzed with SmartPLS software. The results showed that aspects of marketing orientation and marketing capabilities are the key aspects for an effective marketing strategy in oil, gas companies. High levels of market intelligence generation, market intelligence dissemination, and responsiveness to market intelligence in oil, gas and petrochemical companies may lead to the development of strong marketing capabilities and the adoption of an effective marketing strategy. Besides, having strong pricing and distribution capabilities, marketing communication capabilities, selling and marketing planning lead to an effective marketing strategy which may lead to increase sales figure of oil and gas products.