Long-term success

Long-term success

1. The importance of quality

   • Quality management
     • Managing quality is the responsibility of the whole organisation
   • Cost of quality
     • Prevention costs:
     • Appraisal costs:
     • Internal costs of defects
     • External costs of defects
   • Quality assurance (QA)
   • Quality control (QC)

2. The seven key tools to controlling quality

   • Histogram
   • Control chart
   • Scatter diagram
   • Pareto chart
   • Checklist
   • Cause and effect diagram
   • Stratification

3. Operational risk and resilience

   • Organisational hazards
     • Supply chain
     • Human capital
     • Customers
     • Organisational
   • Managing risk
     • Reduce the impact of an event
     • Reduce the likelihood of an event
     • Plan to recover from an event

4. Relationship marketing

   • Defining relationship marketing
     • Acknowledge a relationship as existing between them
     • Relationship must involve more than intermittent interaction
   • Benefits
     • More cost-effective to retain than replenish customers
     • Provides profit over the customer lifetime
   • Customer loyalty
     • Loyalty Programs
   • Types of relationships
     • Seller-maintained
     • Buyer-maintained
     • Bilateral
     • 30Rs
       • Classic market relationships
       • Special market relationships
       • Mega relationships
       • Nano relationships

5. Internal marketing

   • Benefits
     • Promotes a coherent brand identity
     • Provides a focus for staff’s diverse organisational roles and activities
     • Supports relationship building with customer
   • Unfair customers
     • Verbal abusers
     • Blamers
     • Rule breakers
     • Opportunists
   • Types of employees
     • Brand champions
     • Brand agnostics
     • Brand cynics
     • Brand saboteurs

6. Measuring success

   • Key marketing measures
     • Profit
     • Sales
     • Gross margin
     • Awareness
     • Market share
     • Relative price
     • Customer dissatisfaction
       • Customer satisfaction
     • Distribution

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