Implementing Total Quality Management Thursday, August 29, 2019

TQM is an organization wide approach to continuously improving the organizations processes, products and services.

There is an intimate connection between the quality delivered by a company and the corresponding customer satisfaction and company profitability. This is because higher levels of quality support higher prices while delivering high satisfaction at lower costs.

Quality is the totality of features and characteristics of a product or service that bear on its ability to satisfy stated or implied needs.

A company that satisfies most of its customers’ needs most of the time is called a quality time.

Conformance quality is satisfied if all the units deliver the expected quality.

Performance quality, however, is different in that it is based upon the grade.

Eg. A Mercedes and Hyundai may both deliver Conformance Quality, but Mercedes can be said to deliver higher Performance quality.

The main responsibilities of a Marketing Manager are –

They must participate in formulating strategies and policies designed to give company total quality.

They must deliver marketing quality aside production quality.

In implementing TQM, a marketer’s job could subsume the following –

Identifying customer’s needs

Communicate these requirements to the product designers

Ensure that customer’s orders are filled on time and correctly

Ensure customer is trained enough to use the product well

Ensure after sales service and satisfaction

Get improvement suggestions from the customers, convey them to respective depts..

Quote : Marketing Management by Philip Kotler 10th Edition