KISII
UNIVERSITY COLLEGE
GROUP NO. 12
QUESTION: ‘QUALITY STARTS WITH MARKETING’ DISCUSS.
SUBMITTED ON: 22ND FEBRUARY 2012
SUBMITTED TO: MRS. ODERO
SUBMITTED BY:
NAME REG NO
BERNARD OTENDO C11/60184/08
EDWIN KEPHER C12/60267/08
LINET MLAGHUI C12/60297/08
HUDSON KUBWA C12/60278/08
STEVE KEYAH C11/60235/08
CHARLES ABIERO C11/60186/08
YVONNE KUSA C11/60217/08
HENRY BIWOT C11/60832/07
EPHRAIM MAINGI
C11/60199/08
EUNICE NGANGA
C11/60245/08
DEFINATION OF QUALITY
Quality is
conformance to specified requirement & is never an accident
Quality goes beyond customer
expectations. Usually customers define the expectations or requirements
based on what they know about the product or service and they do not take into
consideration what they do not know about it Quality today is a moving target
because we ask for new requirements when something goes wrong and this is
wrong. What is not part of the product or service should be taken into
consideration when Quality is defined.
I have to go along with
Philip Crosby in defining quality as conformance to requirements. As a
customer, there are certain things that you expect in a product or service.
When those things are not there then the customer is not satisfied and
unhappy.
Quality is being:
Creative,
Innovative,
Fluid and
Forthright
Quality is a customer perception of
the value received for the price paid for the attributes of a product or
service as they related to its fit, form, or function.
"The ability of a
company to identify their customers' requirements, then meet or exceed their
expectations to the mutual benefit and satisfaction of both
organizations."
What is
marketing?
The all-embracing function that links the
business with customer needs and wants in order to get the right product to the
right place at the right time.
The achievement of corporate goals through
meeting and exceeding customer needs better than the competition
The management process that identifies,
anticipates and supplies customer requirements efficiently and profitably
• Marketing is about meeting the needs
and wants of customers;• Marketing is a business-wide function – it is not something that operates alone from other business activities;
• Marketing is about understanding customers and finding ways to provide products or services which customers demand
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Quality
originates from 
Customer’s point of view |
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Reasons as to why quality of various
final outputs starts with marketing in various organizations (financial
institutions, manufacturing industries and learning institutions among others);
QUALITY IMPROVEMENT AND PERFECTION
Quality will only improve and meet customer’s
expectation when only marketed well so as to ensure that their defects are
corrected earlier before the end product is finally ready to be submitted for
sales in the market. Quality will always improve bit by bit and its perfection
can only be achieved when suggestion and feedback from both internal and
external are incorporated into inputs used and processes used while converting
inputs into final product.
Example
Kenya Airways, one of the leading airline industries Kenya,
has gained its current status because of suggestions on how to improve on
service delivery, which meet the required quality, which they received from its
potential customers through marketing.
GAIN OF COMPETITIVE
ADVANTAGE OVER OTHER FIRM
Having competitive advantage is a
giant step in most firms’ success and this can only be achieved through marketing.
Having the right quality at the right time is a tool which when applied well
will assist organizations to progress well and grow both in size and in terms
of output with the right quality. This will ensure that most organizations
don’t collapse in future because customer existence will promote stability and
this can only be achieve when quality is well marketed. To beat the competition
organizations often must exceed the customers’ expectations and this can only
be achieved when quality is well marketed.
Example Safaricom, one of the leading
telecommunications companies in Kenya, gained competitive advantage over other
companies like Yu and Airtel because they marketed their quality well and
gained consumer preference.
LONGTERM SURVIVAL OF
THE FIRM
Marketing of quality will assist
organization to produce quality
products which will strengthen organization competitive advantage and
customer’s retention which will ensure great sales of the output produced finally
promoting firm’s financial stability.
This will be crucial as organization will easily attract new
shareholders and retain its current shareholders which will mean that
organization capital structure is strengthened. Stability will mean that organization
will be able to acquire loans from financial institution.
Example
Sony-Ericsson
music industry have gained greater market share and consumer preference due to
their close relationship with its customers which has finally led to its long term
survival in the music industry
CUSTOMER INVOLVEMENT
This principle emphasizes
developing a spirit of ownership and responsibility in all the processes that
organization undertakes while converting inputs into final products. That sense
of ownership can only be achieved when management interact with customers
through marketing. This will finally lead to organization attaining the right
quality because consumer preference and suggestions are put into practice
before designing any product. From Deming's point of view, quality problems are due to senior
management's focus on short term profits at the expense of long term marketing
of quality. The interests of shareholders are put above the interests of
consumers, and quality along with market share suffers as a result. When quality is well
marketed the problem highlighted above by Deming will not exist. This can only
be achieved through customer involvement
Example
There is suggestion to change the education system in Kenya
from 8-4-4 to 2-6-6-3 so as to attain the right quality which meets the job
market requirements and this has been done through involvement of the public
which was done through marketing at the initial stages.
LONGTERM SURVIVAL OF
THE FIRM
Marketing of quality will assist
organization to produce quality
products which will strengthen organization competitive advantage and customer’s
retention which will ensure great sales of the output produced finally
promoting firm’s financial stability.
This will be crucial as organization will easily attract new
shareholders and retain its current shareholders which will mean that
organization capital structure is strengthened. Stability will mean that
organization will be able to acquire loans from financial institution.
Example
Sony-Ericsson
music industry have gained greater market share and consumer preference due to
their close relationship with its customers which has finally led to its long
termsurvival in the music industry
CUSTOMER INVOLVEMENT
This principle emphasizes
developing a spirit of ownership and responsibility in all the processes that
organization undertakes while converting inputs into final products. That sense
of ownership can only be achieved when management interact with customers
through marketing. This will finally lead to organization attaining the right
quality because consumer preference and suggestions are put into practice
before designing any product.From Deming's point of view, quality problems are due to senior
management's focus on short term profits at the expense of long term marketing
of quality. The interests of shareholders are put above the interests of
consumers, and quality along with market share suffers as a result. When quality is well
marketed the problem highlighted above by Deming will not exist. This can only
be achieved through customer involvement
Example
There is suggestion to change the education system in Kenya
from 8-4-4 to 2-6-6-3 so as to attain the right quality which meets the job market
requirements and this has been done through involvement of the public which was
done through marketing at the initial stages.
NEED FOR FEEDBACK
Responses from customers on quality
are very vital for an organization to attain the right quality which goes
beyond customers’ expectations. Such feedback can only be achieved when
management and the entire organization interacts with both internal and
external consumers. When such suggestions are incorporated in day to day
activities of an organization, the right quality will be achieved which will
assist organization to come up with better quality products and gain
competitive advantage which will in the long run ensure the organizations ‘survival
in the market
Example
Most of beauty products have gained greater market share and
consumer preference because of the suggestions they received from customers
inform of feedbacks, e.g. Nivea products
CREATION OF
AWARENESS
Quality is conformance to customer’s
requirement which means that it must be seen through the eyes of the customer.
Organization may produce various final products with different categories of
qualities which customers may not be aware of at the initial stages and
therefore this calls for extensive and consistent interaction with external
customers which can only be achieved through marketing. Making consumers to be
aware of existence of various products with different qualities in the market
will also assist organization to have the spirit of continuous improvement in
various items they are producing especially when suggestions from this customer
are incorporated in day to day activities of the organization. This will
promote a zero defect quality and fitness for purpose which satisfy the
customers need and promote repetitive buying. With presence of external
customers who may not be aware of existence of certain products in the market
marketing will always be of great importance so as to ensure that everybody get
to know their presence in the market and this will ensure that future sale is
great. Creation of awareness is the major step that most organization must
adopt when their change in quality of a given product.
Example
Mt.Kenya
University has gained its current status because the quality of its final
product (graduates) was at one time in media eg Citizen TV, and this has made
Mt. Kenya to be recognized countrywide.
ASSIST ORGANIZATION
TO COME UP WITH BETTER AND QUALITY PRODUCT
With suggestions from both external
and internal consumers organizations can improve on the quality of their inputs
and processes which will finally lead production of a quality output. Better
products will be of great importance to organization competitive advantage and
long-term survival. Such products can be produced when quality is well marketed
and what consumers want are incorporated into processes and the kind raw
materials acquired
Marketing will mean that management
of various organizations will have an opportunity to know what the customers
wants and this will ensure proper planning which is a vital tool to
organization success. Planning will be necessary at the initial stages of
production and while processing the products.
Example
Food industries that deal with spices have gained greater
market share compared to others because marketing of their quality was a
priority, eg KNORR beef cubes against ROYCO cubes.
IDENTIFICATION OF
CUSTOMERS NEEDS
With proper marketing organization
are able to identify what is actually preferred by both external and internal
customers. The right quality can only be achieved when management market what
they have at the moment so as to know what is lacking which consumers may need
in future and this will promote the culture of consistence and repetitive
buying by both present and new consumers. Customer focus involves anticipating
customers’ needs before they are aware of this needs and this can only be
achieved when management and the entire organization interacts with customers
through marketing to know what they actually need.
Example
Most real-estate companies have gained current market share
and come up with better houses which customer preferred over others due to
consumer involvement while designing their products.
CUSTOMER
SATISFACTION
The main objective of total quality management is
to satisfy the customers’ need and continuously meeting their requirements.
This can only be achieved when there is continuous improvement of quality and
every stakeholder in the organization is involved in input identification and
process designing. This can only be achieved when quality is well marketed.Deming also created what
he called The System of Profound Knowledge, which consists of two parts:
Appreciation of a system: understanding the overall processes involving suppliers, producers,
and customers of goods and services;
Knowledge of psychology: concepts of human nature which will assist the entire organization to precisely know what the consumer actually needs. The knowledge of consumer needs is a giant step towards attaining customer satisfaction and this can only be done when quality is well marketed.
EXAMPLE
EAST AFRICA BREWERIES LIMITED has
gained customer satisfaction in current years with most them preferring most of
their products due to their higher quality which was due to customer
involvement at initial stages while designing the right products with right
quality
References
1.
Batten, J.D (1992), "New
paradigms for a total quality culture", Training & Development,
pp.46.
2.
Clinton, R.J, Williamson, S,
Bethke, A.L (1994), "Implementing total quality management: the role of
human resources management", SAM Advanced Management Journal,
pp.10-16.
3.
McDonnell, J (1994), "The
route to total quality management – part one", Managing Service Quality,
Vol. 4 No.3, pp.41-5.
4.
Porter, L.J, Parker, A.J (1993),
"Total quality management – the critical success factors", Total
Quality Management, Vol. 4 No.1, pp.13-22
5.
Riley, J.F (1993), "‘Just
exactly what is total quality management?", Personnel Journal,
pp.32.
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