C L A S S 3
A
SUMMARY ON CLASS 3
– BY Dr.
Pramote S.
: CAN BE CLASSIFIED INTO THREE PARTS:
1.
PRODUCTION
- MANUFACTURING , HIGH
QUALITY PRODUCT AND THE GOAL OF THE PRODUCTION IS PRODUCE ALL THAT IS POSSIBLE.
2.
SALES
- SELLING EXISTING PRODUCTS, AGGRESSIVE SALES AND ADVERTISING .THE GOALOF SALES ARE MAXIMIZE SALES VOLUME
3.
MARKETING
- FULFILLING CUSTOMER SATISFACTION.
MARKETING CONCERN MORE ON CUSTOMER-ORIENTED ,PROFIT-ORIENTED AND INTEGRATED MARKETING AND MAKE PROFIT
THROUGH CUSTOMER SATISFACTION.
THE
ROLE OF MANAGEMENT AND EMPLOYEES:
-
TO BE CUSTOMER ORIENTED
-
TO STRESS ON LONG-RUN PROFITABILITY
-
TO INTEGRATE MARKETING FUNCTIONS TO OTHER
FUNCTIONS
CUSTOMER-
ORIENTED:
-
CUSTOMER IS THE FOCAL POINT FOR PRODUCTS/
SERVICES CREATION
-
EXAMPLES:
THOMAS EDISON
UPS VERSUS FEDERAL EXPRESS
-
SKILL IN UNDERSTANDING AND SATISFYING
CUSTOMERS- SUPERIOR CUSTOMER VALUE.
LONG-RUN PROFITABILITY:
-
CUSTOMER WANTS MUST BE CONSIDERED IN TERM
OF COSTS AND PROFITS GOALS
-
EXAMPLES:
MERCEDES-BENZ
GILLETTE’S LIGHTER
INTEGRATED
MARKETING EFFORT:
-
MUST WORK WITH PERSONNEL FROM OTHER
FUNCTIONS (i.e , R&D, PRODUCTION, DISTRIBUTION, AFTER SALES SERVICE,
FINANCE, ACCOUNTING, ETC.)
-
CONFLICTS: (e.g., MARKETING VS PRODUCTION)
-
LONG- RUN PROFITABILITY
-
INTEGRATED ACTIVITIES –CROSS-FUNCTIONAL
ACTIVITIES
-
CONTINUOUS IMPROVEMENT
TQM IS THE ACTIVITIES BY WHICH EVERY EMPLOYEES OF ALL LEVELS AND
DEPARTMENTS DO EVERY DAY. WITH THE GOAL FOR CUSTOMER SATISFACTION THROUGH THE
COMPANY’ S QUALITY PRODUCTS AND SERVICES, THE CONTINUOUS IMPROVEMENT
ACTIVITIES MUST BE CONDUCTED BY THE APPROACH OF SYSTEM THINKING WITH JUSTIFIED
FACTS AND PRINCIPLES.
BENEFITS
OF TQM:
-
TO ENSURE CUSTOMER SATISFACTION
-
TO IMPROVEMENT INTERNAL PROCESS
-
TO GENERATE NEW BUSINESS
TQM AS A KEY STRATEGY IN DEVELOPING MARKET STRATEGIES, PLANS, AND
DECISION ON INFORMATION FROM CUSTOMERS. TQM CAN BE IDENTIFYING CUSTOMERS
REQUIREMENTS AND EXPECTATIONS. AND ALSO SELECTING MARKETING , SELLING,
DISTRIBUTION METHODS, ORGANIZING AND MANAGING AROUND THE NEEDS OF THE CUSTOMERS.
THE STAGE INVOLVED IN TQM IN MARKETING
THERE ARE THREE
PHASES OF DEVELOPMENT:
1.
AWARENESS PHASE – CREATE AWARENESS TO EMPLOYEE OF HOW IMPORTANT
IS TQM TO MAKE THEM FEEL COMFORTABLE AND ACCEPT IDEA.
2.
COST OF POOR QUALITY CALCULATION PHASE
3.
IMPLEMENTATION PHASE – IMPLEMENT TQM IN ORDER TO IMPROVE SERVICE
THERE ARE TWELVE STEPS FOR IMPROVEMENT:
1.IDENTIFY CUSTOMER
- INDIVIDUAL SHAREHOLDERS
2.COLLECT
INFORMATION FROM CUSTOMER
3.PRIORITIZE
POSSIBLE INDICATORS
4.WRITE A PROJECT GOALS
5.DRAW THE CURRENT PROCESS FLOW DIAGRAM