The nature of marketing has changed in the wake of globalization. The marketing organization that both survives and thrives
in this evolving environment will be the one that hones its
capabilities, builds upon these capabilities and applies these capabilities in the satisfaction of
customers. This research examines contemporary marketing problems within the context of capability-based marketing. Essentially, capability-based marketing holds that a firm should concentrate on its most problem-causing customers and attempt to satisfy them. The paper shows that through learning to deal with such problem customers, the capability-based marketing approach holds that marketing companies will develop expertise that will enhance their capabilities to serve all customers.