09/12/09 Shoaib Anjum Roll # 6405 MBIT

09/12/09 Shoaib Anjum Roll # 6405 MBIT

TQM Approaches Marketing

How TQM does apply its approaches in marketing? If customer is a king, what are the basic necessitites?

09/12/09 Shoaib Anjum Roll # 6405 MBIT

PREFACE: -

• As we move through the 21st century, some industries face intensive foreign competition, and others have to contend periodically with shortages. People’s values are changing. There is growing demand for better quality of life. There is concern about our social and physical environment.

• A company’s managerial planning and operations should be directed toward satisfying the customers’ long run wants, considering societal interests, and obtaining profitable sales volume. In short, marketing is recognized as an all-pervasive ingredient of the system of business management. And all managerial activity in a firm should be directed toward making the marketing process more effective.

Shoaib Anjum Roll # 6405 MBIT09/12/09

ACKNOWLEDGEMENTS: -• Someone once said, "The basic rule for obtaining

success is gaining the support of other people."• Truly, no one can be successful alone. I would like to

thank the following people for contributing to the success of this presentation.

• My very honorable teacher, Mr. M.Hammad, to my class fellows Particularly to Mr. Sajid Yasin Hashmi, Mr. Muhammad Irfan, Mr. Imran Khan, Mr. Raza Shah and Mr. Abdul Karim Khan, Miss. Sana Taskeen, Miss. Nosheen Iqbal, Miss. Aasma Nasim, Miss. Shumaila Naqvi and Miss. Farah.

09/12/09 Shoaib Anjum Roll # 6405 MBIT

CONTENTS

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DETAILS

TQM in Marketing

Quality Marketing

Quality Management System

Customer as a King

What is a customer?

Customer Requirement

09/12/09 Shoaib Anjum Roll # 6405 MBIT

TQM IN MARKETING

• It is a practical approach towards the development process of satisfaction.

• Top managers who adopt the TQM approach recognize that quality is the responsibility of every organization member and should be built into all internal processes that directly or indirectly relate to customer satisfaction.

• Joel Ross said “Quality begins and ends with the customer.”

09/12/09 Shoaib Anjum Roll # 6405 MBIT

• Customer satisfaction comes at the end of a chain of internal transformation processes in which one department provides output that serves as input for the next department; for instance, purchasing provides raw materials to the production department, which in turn provides the finished goods that marketers sell to customers. TQM instills quality in every link of this chain by making each person responsible for supplying the next person in the process with quality output, whether it is an accurate cost accounting, a compelling sales brochure, or a sturdy product package.

09/12/09 Shoaib Anjum Roll # 6405 MBIT

• Quality and marketing are two related paths to customer satisfaction, which is the ultimate goal and the real test of any organization’s performance. Unfortunately, many business fail the test, according to a comprehensive study of customer satisfaction conducted for the U.S. Government. About one-third of all households report having been dissatisfied with a purchase, just due to lack of the interest in marketing. However, in this case other factors specially the productivity is quite good and enough.

09/12/09 Shoaib Anjum Roll # 6405 MBIT

• When customers are dissatisfied and when they receive unsatisfactory responses to their complaints, they defect to competitors. Over time, the potential revenue loss from defections can be considerable. On the positive side, a survey showed that understanding and responding to customer dissatisfaction can dramatically increase a company’s market share and profitablitiy. Of course, customer satisfaction isn’t limited to the for-profit sector; not for-profit organizations must also be concerned about customer satisfaction because their future vitality is threatened when customers are dissatisfied and seek other alternatives.

09/12/09 Shoaib Anjum Roll # 6405 MBIT

Quality Management System

• The adoption of a quality management system should be a strategic decision of an organization. The design and implementation of an organization’s quality management system is influenced by varying needs, particular objectives, the products provided, the processes employed and the size and structure of the organization, It is not the intent of the International standard to imply uniformity in the structure of quality management systems or uniformity of documentation.

09/12/09 Shoaib Anjum Roll # 6405 MBIT

• •Management commitment• •Customer focus• •Data and documentation control• •Standardization• •Corrective and preventive mechanism• Online Bugs Training System for

client for an efficient change management.

• •Internal audits• •Training• •Customer feedback and • •Continuous process improvement

09/12/09 Shoaib Anjum Roll # 6405 MBIT

09/12/09 Shoaib Anjum Roll # 6405 MBIT

CUSTOMER AS A KING

09/12/09 Shoaib Anjum Roll # 6405 MBIT

CUSTOMER AS A KING

• Total quality management is focused on the requirements of the customer. On the personal front people only go back to restuarants that fully satisfy them and they shop regularly at stores that meet their needs. They fly on airlines that provide friendly, efficient service. Industrial customers, likewise, have a set of expectations and requirements that must be met for the supplier to win repeat business. An industrial customer has the same range of emotions as a personal customer to being disappointed, cheated or short-changed. The industrial customer’s response to poor service is similar – withdrawal of business and buying elsewhere.

09/12/09 Shoaib Anjum Roll # 6405 MBIT

What is a Customer?

∀ • The most important people in any business.

∀ • Not dependent on us. We are dependent on them.

∀ • Not an interruption of our work. They are the purpose of it.

∀ • Doing us a favour when they come in. We’re not doing them a favour by serving them.

∀ • A part of our business, not outsiders.

∀ • Not just a statistic. They are flesh and blood human beings, with feelings and emotions, like ourselves.

∀ • People come to us with their needs and wants. Its our job to fill them.

09/12/09 Shoaib Anjum Roll # 6405 MBIT

∀ • Deserving of the most courteous and attentive treatment we can give them.

∀ • The lifeblood of this and every other business. Without them we would have to close our doors.

• To serve the customer in Britain is not the expected thing. The motto of British Airways (BA) is “we fly, to serve”, but only in the last decade has BA begun to deliver consistently on the service side.

• For the satisfaction of customers the Performa of the quality policy of a well-developed organization is being shown here for the kind perusal.

QUALITY POLICY • Every employee of this organization shall endeavor to ensure

satisfaction of our customers by providing them the best value in every product and service that carries the name of this organization. We shall achieve customer satisfaction by:

Recognizing that quality is everyone’s direct responsibilityRFully meeting all our internal and external commitments on time Continuously enhancing our skills and know-how• Operating all our work places in a safe and healthy environment

09/12/09 Shoaib Anjum Roll # 6405 MBIT

Customer Requirement

• When a person is a customer he believes in VIP protocol.

09/12/09 Shoaib Anjum Roll # 6405 MBIT

• Guess about the purchase power of customer.• Selection of choice/corner/desk.• Communication (Market/Customer/Goodwill).• Business/Volume/Organizations.• Judgement.

The customer will have five questions consciously or unconsciously.

09/12/09 Shoaib Anjum Roll # 6405 MBIT

A customer should never get confused.

09/12/09 Shoaib Anjum Roll # 6405 MBIT

A Customer should not leave your door step like this.