The efect of total quality menagement aplications on marketing strategies

This study is written in order to research the effect of TQM applications ,which is accepted and applied by many enterprises, on marketing strategies. In research process,four different sectors and four different enterprises which state certain quality policy and proceed through this way are choosen. Managers who are working in the selected enterprises are asked questions about their TQM policies and marketing strategies that they apply. In evaluation which is done as a result of the given answers; it is seen that the rivalry between the enterprises impels the enterprises to understand their customers? needs and accommodate to continous changing conditions. As a result of these progresses in the enterprises, increase in costumer satisfaction and loyalty is seen.It is understood that ensured costumer satisfaction and loyalty not only with effective quality applications but also with effective marketing strategies put the enterprises forward in rivalry. Consequently,as a result of complete applications of TQM and its applications; decrease in cost and ratio of error, shortening in cycle time,decrease in stock levels,increase in costumer satisfaction, productivity,market share and profit are observed.Key Words: Quality,Total Quality Management,Marketing,Marketing Strategies