The word "quality" seems to be very closely related to the production field. Product quality is a topic that consumers and manufacturers often talk about. The quality of the product is definitely inseparable from the manufacturing process of the manufacturer. Quality management is also a compulsory course for many brand manufacturers. The quality management of the manufacturer is up to standard, and the internationally recognized “graduate certificate” is the ISO certification of the enterprise, which generally passes the ISO9000 certification system. ISO9000 has become the basic entry barrier for the quality of corporate products. Enterprises that do not have a "graduate certificate" are increasingly difficult to survive in the Chinese market and international market. ISO9000 quality management system is a scientific, systematic and standardized management system and model with quality as the focus and customer satisfaction as the core of the overall management strategy.

For most marketers, quality is more of production. They talk more about product quality and rarely talk about "marketing quality." ISO9000 is very strange to most marketers. "That is the matter of production and factory, and what is my marketing?" Most marketers will answer. How to define "marketing quality", how to measure it, how to evaluate it, many marketers will be confused.

This situation is not the fault of the marketer, but the weakness of the ISO9000 quality management system. Although the ISO9000 management system is perfect, covering and standardizing the whole process of enterprise procurement from material procurement to finished product delivery, this management system is “eyes inward”. The process it focuses on is the process of creating value (making products) for customers. And marketing is the process of delivering value to customers (selling products to customers). This process of transferring value is also involved in ISO9000, such as order acquisition, review, customer communication, customer satisfaction, etc., but the content of the specification is Very rough. It should be said that more than 90% of the energy of the ISO9000 quality management system is concerned with the manufacturing process, and it is not enough for the sales link and value transfer of the product. Therefore, the ISO9000 standard is product quality management, and the "quality management" of marketing is basically blank.

Difficult marketing does not require “quality management”. Is “marketing quality” less important than “product quality”? Let us analyze it from the process of marketing-value transfer. Just like the value creation process of production: from design-procurement-production-inspection-delivery to delivery, the value transfer process of marketing is also a very complete chain: marketers determine customer needs and requirements – pass customer needs to product designers - The customer's order is correctly and timelyly supplied - the product information (brand, selling point, etc.) is accurately and clearly communicated to the target audience and becomes their choice, and can effectively evaluate the transmission of information - ensuring the sales channel of the product ——The channel can successfully sell the product to the target customer, and train the personnel for the successful sales of the product and organize the corresponding promotion activities. The product is delivered to the customer and can be correctly installed and used. Appropriate instructions and assistance in the use of the product - feedback of improvements in customer use of products and services to relevant departments within the company. After the above process, the marketing-value transfer process is over. This marketing process is not simpler than the production process. How does this process control the “quality” of each link? How to achieve “everyone has the responsibility, everything has procedures, the operation has standards, the system is supervised, and the bad is corrected” —— This ISO9000 promotes the effect that can be achieved in the production process, and also exerts its power in the marketing process. It needs the ISO9000 quality management system to make up and improve it.

Marketing, like management, is both art and science. At present, China's marketing art is too strong, and the scientific taste is too small. There are too many emotional, artistic, and qualitative things like cutting marketing, emotional marketing, and blasting marketing, but there are too few rigorous, scientific, standardized, standardized, systematic, and quantitative things like the ISO9000 quality management system. . It is more than enough art and lack of science.

The eight management principles of the ISO9000 quality management system and the management tools for establishing quality manuals, procedure documents, and operation documents are appropriately adjusted and revised in the marketing field. The author believes that it is completely applicable. The “quality management” of marketing has been discovered by some savvy marketing people, it is a virgin mine still to be reclaimed.

Many companies are already doing marketing "quality management" work, but have not yet scientific, standardized, standardized, and systematic. This may be like a professional certification company with ISO9000 certification. In the near future, a company with professional marketing quality certification will also be born. If we compare the marketing "quality management" of today's enterprises to a "Pentium" era like a computer chip - most companies are still self-exploring, showing their own capabilities, and presenting a "Pentium" scene. Who can quickly install the "Chengchi" chip marketing "quality management", who can seize the opportunity, take the lead and get the top spot.

Marketing people, quickly put a quality "Centrino" chip on the marketing!