Total Quality Management and the Marketing Plan
Marketing managers need to recognize the importance of the concept of interdependence when developing an effective marketing plan. In this week's Learning Resources, you considered the value and process of Total Quality Management (TQM). You learned how this method could be used by managers to improve how a marketing plan is implemented. You have considered why firms who establish a TQM strategy across all functional areas of the business may be more likely to realize their marketing objectives.
You are also now familiar with marketing plans and how effective marketing plans can be implemented. You have seen that feedback and analysis of the marketing plan must be a part of the process of achieving your marketing goals and that interrelatedness between functional areas is key. You also took a close look at what is included in a typical marketing plan. Consider a product or service you regularly purchase. Which parts of the marketing plan are most important to your particular product or service? Why?
To prepare:
• Review Chapters 18 and 19 in your course text.
• Review the web articles included in this week's Learning Resources.
Post by Day 3 (TODAY) a 150- to 250-word response to the following:
• Explain how the concept of TQM includes continuous improvement, empowerment, and quality function deployment. Use relevant, real-life examples to illustrate your points.
• Explain why it is important to have a marketing plan and include what you think are the most important parts of the marketing plan. Justify your selections. From a social change perspective, what parts of the marketing plan might have the most significant impact on social change?
Be sure to support your work with specific citations from the Learning Resources and any additional sources.
Note: Independent research is required for this Discussion.
Read a selection of your colleagues' postings.
Respond by Day 6 (SATURDAY) - 3/25 BY 10PM CST) to at least two colleagues in one or more of the following ways:
• Ask a clarifying question about your colleague's post.
• Make a suggestion that expands upon your colleague's post.
• Share an experience or insight related to your colleague's post.
Return to this Discussion in a few days and read the responses to your initial post. Note what you have learned and insights that you gained as a result of your colleagues' comments.
RESOURCES:
Readings
• Perreault, W. D., Jr., Cannon, J. P., & McCarthy, E. J. (2014). Basic marketing: A marketing strategy planning approach (19th ed.). New York, NY: McGraw-Hill/Irwin.
o Chapter 18, "Implementing and Controlling Marketing Plans: Evolution and Revolution" (pp. 474-499)
o Chapter 19, "Managing Marketing's Link with Other Functional Areas" (pp. 500-523)
• AK Advisory Partners LLC. (n.d.). Creating a successful marketing strategy. Retrieved July 23, 2014, fromhttp://www.akadvisorypartners.com/files/Creating-a-Successful-Marketing-Strategy.pdf
• Krotz, J. L. (n.d.). 5 easy steps to create a marketing plan. Retrieved July 23, 2014, fromhttp://download.microsoft.com/download/1/f/4/1f43ef8c-e6a9-4635-acf5-93fb7fe1a339/FY06%20SB%20SM%20BV%20ADDITIONAL%20RESOURCES/MARKET%20YOUR%20BUSINESS/PLAN%20YOUR%20MARKETING/5EZStepsCreateMarketingPlan.doc