TQM and Its Value-adding Constructs in the Marketing Function Essay

TQM and Its Value-adding Constructs in the Marketing Function - Essay Example As the discussion stresses through the utilisation of quantitative and qualitative research and measurement tools, processes are improved with emphasis on enhancing leadership capability, ensuring costs are controlled, increasing organisational responsiveness, and generally improving a firm’s competitive position in its established market. Common tools in total quality management include benchmarking, statistical process controls, histograms, Pareto charts, cause and effect diagrams and flow charts. This paper outlines that having offered a definition of total quality management, determining how this system provides value for the organisation can be illustrated in the marketing function, one of the most fundamental methods of achieving competitive advantage. However, what is value? Value is defined as the benefits which a firm is able to create for customers related to the customer’s value chain. This composition explores TQM as an influence and construct of marketing, sustaining an emphasis on TQM’s ability to create value for a firm in its relationship to improving marketing competency and focus. Quality, from a marketing perspective, is defined as being a match between customer expectations and perceptions and the legitimate experiences provided by the firm. Hence, a customer-centric organisation that is reliant on establishing relationships with profitable customer segments must be focused on ensuring that quality systems and quality outputs are aligned with customer perceptions of what actually constitutes quality.