2. MEANING
Total quality marketing emphasizes that each
marketing activity performed by the firm such as
marketing research, sales training, advertising,
customer service, and others should conform to the
highest possible standards.
It emphasizes that not only production process but also
the policies and practices of the organization as a whole
should be committed to continuous improvement of quality.
3. ROLE OF MARKETERS IN TOTAL
QUALITY MARKETING
Marketers have three major roles to play in the success of total quality marketing.
1. Correctly identify the customers' needs and requirements and communicate
customers' expectations appropriately to product designers.
2. Make sure that the customers' orders are meet in time and see that customers
have received proper information, training and technical assistance in the use of
the product.
3. Gather customer complaints on the current products and customers' ideas for
product or service improvement, and convey them to the proper departments in
the firm.
4. PRINCIPLES OF TOTAL QUALITY MARKETING
Total quality marketing can be effectively implemented by adopting the following
principles:
• 1. Quality is in the eyes of customers
Product or service quality means customers' perceived quality. No matter how best
the firm thinks its products or service is, if customers feel it is not good enough, it
should mean that it needs improvements. Thus, quality must begin with customers'
needs and end with customers' perception.
• 2. Quality must be reflected in every activity of the firm
Quality should be reflected not just on the product but also on sales personnel,
advertising services, product literature, delivery, after-sales support, and other
marketing activities.
5. PRINCIPLES OF TOTAL QUALITY
MARKETING
3. Quality requires total employee commitment
Not only the marketing personnel but the total employees of the firm should be fully committed to quality and
motivated and trained to deliver it.
4.Quality requires high quality partners
Quality can be deliver only when firm's partners such as suppliers and distributors also deliver quality.
5. A quality program cannot save a poor product
If customers perceive one of the firm's products as 'poor' it is futile to salvage that product through the
quality improvement program.
6. Quality can always be improved
Firm must believe that there is scope for improvement in every product or service.
6. PRINCIPLES OF TOTAL QUALITY MARKETING
7. Quality improvement sometimes requires radical jumps
Today the market has become so competitive and unpredictable that continuous quality
improvement is not enough. Firms in the present context should ' work smarter' and beat
competitors through radical change in quality.
8. Quality does not cost more
The notion that improving quality requires larger investments has outdated. The extra
investment in quality improvements programs can be easily recovered through reduction of
wastage and increased customer goodwill.
9. Quality alone is not enough
Quality is necessary but it is not enough to make a firm successful in the competitive market.
Very often when a firm makes a breakthrough in the quality of its products, competitors also
follow suit and neutralize its effects. To be successful in the competitive market, a firm should
focus equally on other important marketing strategies.
