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Customer Relationship Management
Notes
6 LOVELY PROFESSIONAL UNIVERSITY
broad audience. By reaching the largest audience possible exposure to the product is maximized.
In theory this would directly correlate with a larger number of sales or buy in to the product.
Mass marketing or undifferentiated marketing has its origins in the 1920s with the inception of
mass radio use. This gave corporations an opportunity to appeal to a wide variety of potential
customers. Due to this, variety marketing had to be changed in order to persuade a wide audience
with different needs into buying the same thing. It has developed over the years into a worldwide
multi-billion dollar industry. Although sagging in the Great Depression it regained popularity
and continued to expand through the 40s and 50s. It slowed during the anti-capitalist movements
of the 60’s and 70’s before coming back stronger than before in the 80’s, 90’s and today. These
trends are due to corresponding upswings in mass media, the parent of mass marketing. For
most of the 20th century, major consumer-products companies held fast to mass marketing-
mass producing, mass distributing and mass promoting about the same product in about the
same way to all consumers. Mass marketing creates the largest potential market, which leads to
lowered costs.
Total Quality Management (TQM): Total Quality Management, a buzzword phrase of the 1980’s,
has been killed and resurrected on a number of occasions. The concept and principles, though
simple seem to be creeping back into existence by “bits and pieces” through the evolution of the
ISO9001 Management Quality System standard.
“Total Quality Control” was the key concept of Armand Feigenbaum’s 1951 book, Quality Control:
Principles, Practice, and Administration, in a chapter titled “Total Quality Control” Feigenbaum
grabs on to an idea that sparked many scholars interest in the following decades, that would
later be catapulted from Total Quality Control to Total Quality Management. W. Edwards
Deming, Joseph Juran, Philip B. Crosby, and Kaoru Ishikawa, known as the big four, also
contributed to the body of knowledge now known as Total Quality Management.
The American Society for Quality says that the term Total Quality Management was used by the
U.S. Naval Air Systems Command “to describe its Japanese-style management approach to
quality improvement.” This is consistent with the story that the United States Navy Personnel
Research and Development Centre began researching the use of Statistical Process Control
(SPC); the work of Juran, Crosby, and Ishikawa; and the philosophy of W. Edwards Deming to
make performance improvements in 1984. This approach was first tested at the North Island
Naval Aviation Depot.
Companies who have implemented TQM include Ford Motor Company, Phillips Semiconductor,
SGL Carbon, Motorola and Toyota Motor Company.
!
Caution The latest changes coming up for the ISO 9001:2000 standard’s “Process Model”
seem to complete the embodiment. TQM is the concept that quality can be managed and
that it is a process.
Total Quality Management (TQM) is a management strategy aimed at embedding awareness of
quality in all organizational processes. TQM has been widely used in manufacturing, education,
government, and service industries, as well as NASA space and science programs.
Total = Quality involves everyone and all activities in the company.
Quality = Conformance to Requirements (Meeting Customer Requirements).
Management = Quality can and must be managed.