Quality function deployment-QFD tecnique: A quality improving tecnique in product marketing

ABSTRACTMaster of LicanceQuality Function Deployment-QFD Technic: A Quality Improving Technic inProduct MarketingRabia I ık ARICANDokuz Eylul UniversityInstitute of Social SciencesDepartment of Total Quality ManagementIn recent years, through rapidly progressive technology, many products indifferent designs have been brought into our life. Many of these products have indeedchanged our life, incredibly. But, in today?s competitive world misguided marketingactivities, insufficient determination of the customer needs and dirty competition havenaturally caused deterioration of many products.As a consequence of this situation, it is likely to happen ineffective production,production failures, row material loss and enforcing nature, deeply.Since total quality management consists of the philosophy that helps process toachieve the goal and ensuring zero-based misproduction, it provides support inproduction and marketing even in design technology. Moreover, QFD technique whichis a ready-to-serve system in production and marketing issues as an integral part oftotal quality in order to uptake of finished product and to create designs to attain thegoal.In the first part of the study that has been done, definition, short history, andleading gurus of TQM were mentioned. TQM has been implemented and followed byEuropean countries in short period of time as a result of the utilities leading by Japan inthe second half of the century.In the second part, certain issues such as product marketing and its features,designs, targeted market and competetitive edge were mentioned along with product?smain qualitative features.In the third part, QFD definition was made and its interaction with marketing hasbeen argued. As long as QFD technique is being applied effectively, customer mass,marketing strategy, competitive advantage and product?s life cycle will prolong andeffective production and marketing system could have been acquired.And finally, it has been demonstrated that through QFD implementation, thestudy and levels of the application could be placed on a harder surface.Key World: Quality, Total Quality Management, Product Marketing, Medicine Industry