Implementing Total Quality Marketing: Case Examples
This chapter discusses how some firms use TQMkt to succeed in the marketplace. There are lessons for others from these examples to improve marketing competitiveness of firms by putting "quality" into the marketing mix. Product, promotion, distribution, and pricing strategies are discussed. Integrating quality into the marketing mix means paying close attention to quality in all four Ps simultaneously to achieve synergy. America can regain its competitive edge with synergy ( Corning and Corning 1986).
Improving product quality is very important. This can be achieved in several ways--through better design, by providing more free optional features, and through better pre- and postpurchase service, to mention a few.
Durability. Durability is critical to product quality. "Quality is a virtue of the design." The durability or "robustness" of products is more a function of the design than of on-line control of the manufacturing processes. For customers, the proof of a product's quality is in its performance when it is used roughly. Therefore, robust products usually win customer satisfaction and, more important, customer loyalty. For example, customers prefer copiers that make clear copies in spite of low power and cars that steer safely on wet or bumpy roads ( Taguchi and Clausing 1990, pp. 65-66).