Some notions of quality properly applied to marketing are a guarantee of market success.
It is logical that the concept of "quality" is fully compatible with all areas of companies. Here is a review of simple principles about the philosophy of quality (not technical) that can be remembered by all the actors that are part of the marketing in the company.
SOME PRINCIPLES OF QUALITY:
Quality comes first: It is vital to build the quality philosophy at all stages of the company's marketing process. From ad campaign design and product introduction to go-to-market tactics.
Orient quality towards customers: Customers are the ultimate judges of quality. Companies live by customers and consequently the philosophy of quality should be focused on them.
The steps in the productive processes of value creation are clients:
Related to the previous point. Each stage must end with a satisfied customer. The value chain is strengthened in each link when each step is a customer and at the same time a supplier of the next stage.
Example: The quality in the transport of inputs for the company as a process generates a customer, who at the same time is a factory supplier. If the two companies strengthen their quality, the entire value chain is strengthened.
Add Value: Success is found in adding value to the customer. The best quality is a clear way to add that value.
Concentrate on what is important: Focus on the processes that generate the greatest relationship and importance to the client.
Work with real numbers: It is important to start working with solid numbers and projections, rather than with instinct and business sense.
Risk is reduced when you work from reliable data and strategies are best designed when you start from solid foundations.
Control the processes to the maximum: Marketing departments must control the variables that affect their activity to the maximum. External vulnerability generates inefficiencies that cannot be controlled.
Example: When a company depends exclusively on an advertising company and for some reason this is breached, the company's marketing department becomes inefficient due to external breach.
Work Culture: Quality comes from people. It is key to value and encourage quality work in the search for the generation of a true work culture.
To finish some elements about product quality:
The quality elements of a product can be divided into:
1. Physical or tangible characteristics:
- Performance: Part performance and product operating characteristics. Distinctive Reasons: Characteristics that generate added value. Reliability: Failure level. Conformity: Degree of satisfaction of the technical and design specifications. Durability: Lifetime and reusability (amount of profitable production value).
Process Quality: Cleanliness, neatness, tooling efficiency, design quality, ways of working, organization of production are also key elements in the development of quality products.
2. Professional or intangible characteristics:
- Aesthetics: Beauty, design and comfort of the product. patía or moral quality: Degree of moral, human or sentimental satisfaction of the client.
Example: A wedding ring. Obviously it has a great sentimental added value.
- Professionalism: Quality of treatment with the user and quality of service especially for tertiary activities.
Example: The importance of having a good doctor.
"Never forget the importance of quality in everything we do"
