MKT 100 Lecture Notes - Quality Function Deployment

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: Brynn Winegard

Document Summary

Customer focus is about how you focus your efforts to attract, serve and retain customers, and which customers you focus on with such efforts. Focusing on profitable customers, superior analysis of their needs and fitting your offering to their needs and benefits sought are key elements of competitive thinking and positioning. Market segmentation is dividing the market into groups of customers by their profitability and preferences, then determining what drives each group"s profitability and preferences. Positioning is designing the features/ functions of your offering to satisfy a customer segment that you have selected to target. In practice, such positioning is called quality function deployment (qfd). You are deploying your quality to improve the functions that are most useful to your target segment, for a product or service. The firm deploys or invests its resources in what it believes to be the key drivers of customer profitability so as to develop profitable competences and competitive advantage.