Quality Function Deployment – QFD As a Strategic Marketing Tool

Detalhes bibliográficos
Autor(a) principal: Santos, Rumeninng Abrantes dos
Data de Publicação: 2015
Outros Autores: Argoud, Ana Rita Tiradentes Terra, Pizzinatto, Nadia Kassouf, Antoniolli, Pedro Domingos
Tipo de documento: Artigo
Idioma: por
Título da fonte: REMark - Revista Brasileira de Marketing
Texto Completo: https://periodicos.uninove.br/remark/article/view/12075
Resumo: 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.
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spelling Quality Function Deployment – QFD As a Strategic Marketing ToolQuality Function Deployment- QFD Como Ferramenta Estratégica de MarketingQFD; Marketing; Quality; Customers.QFD; Marketing; Qualidade; Clientes.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.O Quality Function Deployment (QFD) um mtodo estruturado que visa converter as necessidades e desejos dos clientes em caractersticas de qualidade do produto. Desde suas origens, h mais de quarenta anos, tem sido aplicado em diversas organizaes no processo de desenvolvimento de produtos e melhoria dos produtos existentes. Este artigo se prope a demonstrar como o QFD pode ser utilizado como ferramenta estratgica de marketing. O estudo utilizou-se de mtodo de pesquisa qualitativo e de pesquisa bibliogrfica. Os resultados indicam que o uso dos atributos da Casa da Qualidade nas diversas etapas de vendas uma estratgia de diferenciao de mercado e uma grande aplicabilidade do QFD na rea de marketing, que transcende os limites das reas de projeto de produto e de produo.Universidade Nove de Julho - Uninove2015-04-23info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionAvaliado por ParesPeer-reviewed Articleapplication/pdfhttps://periodicos.uninove.br/remark/article/view/1207510.5585/remark.v14i1.2893ReMark - Revista Brasileira de Marketing; v. 14, n. 1 (2015): Janeiro - Março; 49-582177-5184reponame:REMark - Revista Brasileira de Marketinginstname:Universidade Nove de Julho (UNINOVE)instacron:RBMporhttps://periodicos.uninove.br/remark/article/view/12075/5719Direitos autorais 2019 Revista Brasileira de Marketing – Remarkinfo:eu-repo/semantics/openAccessSantos, Rumeninng Abrantes dosArgoud, Ana Rita Tiradentes TerraPizzinatto, Nadia KassoufAntoniolli, Pedro Domingos2019-02-19T17:42:22Zoai:https://periodicos.uninove.br:article/12075Revistahttps://periodicos.uninove.br/remarkPRIhttps://periodicos.uninove.br/remark/oaiclaudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org2177-51842177-5184opendoar:2019-02-19T17:42:22REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE)false
dc.title.none.fl_str_mv Quality Function Deployment – QFD As a Strategic Marketing Tool
Quality Function Deployment- QFD Como Ferramenta Estratégica de Marketing
title Quality Function Deployment – QFD As a Strategic Marketing Tool
spellingShingle Quality Function Deployment – QFD As a Strategic Marketing Tool
Santos, Rumeninng Abrantes dos
QFD; Marketing; Quality; Customers.
QFD; Marketing; Qualidade; Clientes.
title_short Quality Function Deployment – QFD As a Strategic Marketing Tool
title_full Quality Function Deployment – QFD As a Strategic Marketing Tool
title_fullStr Quality Function Deployment – QFD As a Strategic Marketing Tool
title_full_unstemmed Quality Function Deployment – QFD As a Strategic Marketing Tool
title_sort Quality Function Deployment – QFD As a Strategic Marketing Tool
author Santos, Rumeninng Abrantes dos
author_facet Santos, Rumeninng Abrantes dos
Argoud, Ana Rita Tiradentes Terra
Pizzinatto, Nadia Kassouf
Antoniolli, Pedro Domingos
author_role author
author2 Argoud, Ana Rita Tiradentes Terra
Pizzinatto, Nadia Kassouf
Antoniolli, Pedro Domingos
author2_role author
author
author
dc.contributor.author.fl_str_mv Santos, Rumeninng Abrantes dos
Argoud, Ana Rita Tiradentes Terra
Pizzinatto, Nadia Kassouf
Antoniolli, Pedro Domingos
dc.subject.por.fl_str_mv QFD; Marketing; Quality; Customers.
QFD; Marketing; Qualidade; Clientes.
topic QFD; Marketing; Quality; Customers.
QFD; Marketing; Qualidade; Clientes.
description 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.
publishDate 2015
dc.date.none.fl_str_mv 2015-04-23
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Avaliado por Pares
Peer-reviewed Article
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://periodicos.uninove.br/remark/article/view/12075
10.5585/remark.v14i1.2893
url https://periodicos.uninove.br/remark/article/view/12075
identifier_str_mv 10.5585/remark.v14i1.2893
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://periodicos.uninove.br/remark/article/view/12075/5719
dc.rights.driver.fl_str_mv Direitos autorais 2019 Revista Brasileira de Marketing – Remark
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Direitos autorais 2019 Revista Brasileira de Marketing – Remark
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Universidade Nove de Julho - Uninove
publisher.none.fl_str_mv Universidade Nove de Julho - Uninove
dc.source.none.fl_str_mv ReMark - Revista Brasileira de Marketing; v. 14, n. 1 (2015): Janeiro - Março; 49-58
2177-5184
reponame:REMark - Revista Brasileira de Marketing
instname:Universidade Nove de Julho (UNINOVE)
instacron:RBM
instname_str Universidade Nove de Julho (UNINOVE)
instacron_str RBM
institution RBM
reponame_str REMark - Revista Brasileira de Marketing
collection REMark - Revista Brasileira de Marketing
repository.name.fl_str_mv REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE)
repository.mail.fl_str_mv claudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org
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