Quality Function Deployment – QFD As a Strategic Marketing Tool

REMark: Revista Brasileira de Marketing

Ana Rita Tiradentes Terra Argoud¹  Nadia Kassouf Pizzinatto¹  Rumeninng Abrantes dos Santos¹  Pedro Domingos Antoniolli² 

[1] Universidade Metodista de Piracicaba – UNIMEP;Universidade Metodista de Piracicaba;

关键词: QFD;    Marketing;    Qualidade;    Clientes.;   

DOI  :  10.5585/remark.v14i1.2893

来源: DOAJ

【 摘 要 】

The Quality Function Deployment (QFD) is a structured method that aims to convert the needs and desires of customers in product quality characteristics. From its origins, more than forty years ago, it has been applied in various organizations in product development and improvement of existing products. This paper aims to show how QFD can be used as a strategic marketing tool. The research method is qualitative with bibliographical research. The results indicate that the use of the attributes of the "House of Quality" in the various sales stages is a market differentiation strategy and a wide applicability of QFD in marketing, transcending the boundaries of product design and production areas.

【 授权许可】

Unknown