Marketingas - aktyvusis kokybės siekimo būdas organizacijoje

LTŠiuolaikiniame versle produktų kūrimo, gamybos, paskirstymo sprendimus didžiąja dalimi lemia vartotojai. Organizacijos tikslu tampa vertės sukūrimas vartotojui. Tai įmanoma tik gerai pažinus savo vartotojus, išsiaiškinus jų poreikius ir lūkesčius. Atsitiktinių vienkartinių susitarimų nepakanka, jie neužtikrina ilgalaikės verslo sėkmės. Todėl organizacijos turi sukurti ir išlaikyti su jais ilgalaikius ryšius. Visi procesai organizacijoje turi būti nukreipti ir vykti taip, kad vartotojų reikalavimai būtų tenkinami, o lūkesčiai viršijami. Vertės sukūrimas neatsiejamas nuo produkto, organizacijos veiklos kokybės. Besikeičianti verslo aplinka nulemia ir kokybės sampratos dinamiškumą. Kokybės gerinimas organizacijoje yra nenutrūkstamas procesas, tačiau jis galimas tik tam tikromis apibrėžtomis sąlygomis, įgyvendinamas konkrečiomis strategijomis ir programomis. Šiame straipsnyje gvildenami kokybės vadybos nuostatų, principų įgyvendinimo organizacijoje aspektai marketingo veiklos, jo vadybos pagrindu. [Iš leidinio]Reikšminiai žodžiai: Marketingas; Organizacija; Vartotojų poreikiai; Vertės kūrimas; Visuotinė kokybė; Visuotinės kokybės vadyba; Consumer needs; Marketing; Organization; Total quality; Total quality management; Value creation.

ENOrganizations should ensure a long-term competitive advantage in order to have a strong position and to guarantee survival in the market. The main meaningful feature of entrepreneurship is the satisfaction of consumer needs. In modern business activities, consumers are the ones which influence the decisions of product creation, production, and distribution Value creation for consumers becomes the main purpose for organizations. However, it becomes possible only when consumer needs and expectations are known. Casual agreements don't guarantee long-term business success. That's why organizations should create and maintain long-term relationships with customers. All the processes in an organization must be directed and performed in the way of consumer requirement satisfaction and exceeding their expectations. Value creation is inseparable from the quality of a product and organization activities. A changing business environment determines the dynamics of quality conception. Total quality management includes the systems of organization management, its improvement and changing according to shifts in business environment. Quality improvement in an organization is a continuous process but it is possible just under certain definite conditions; it may be implemented by specific strategies and programs. Here the problem arises which is to find the optimal quality management way in an organization that would allow implementing TQM.Can marketing activities in an organization be the main precondition for the realization of TQM? Along these lines, the aim of the article has been disclosing the relationship between organization marketing and TQM, the way that marketing decisions implement quality management principles. The object of the research is marketing activities in an organization. Quality management principles and aspects of their realization m an organization through marketing activities and management are analyzed in the article. The analysis of marketing and quality management principles has disclosed that TQM and marketing have one main element in common which is a consumer. The question arises, whether marketing will be needed if quality management system is implemented in an organization. If yes, the direction and the extent of marketing activities in the organization which seeks T QM become debatable. The conclusion of the article states that organization management, based on creating and managing the relationships, and relationship marketing can be interpreted as an active way of quality improvement that realizes dynamic quality improvement requirements according the higher consumer requirements and competition standards. [From the publication]