Good Marketing

Is Quality Good Marketing or Is Good Marketing Quality

Quality is important to the employees of a Fortune 500 leisure furniture manufacturer and retailer. Franchise owners are required to operate their stores with a focus on high quality, knowing that their license may be revoked if the corporation judges their quality to be inadequate. Franchise owners recognize that commitment to quality begins with management and filters down to all areas of the business. Managers believe that if they cut corners, their employees are likely to do the same. They emphasize that things should be done correctly the first time and that there is always something that can be improved. They are never totally satisfied with the present level of quality. This commitment to the pursuit of excellence is passed down to every employee. The franchisor's quality motto is "Excellence and quality are not destinations; they are journeys.” maker.

Quality efforts are made in all areas of the business in an attempt to achieve "Zero Unsatisfied Customers." The first thing a customer notices at each franchise store is its "curb appeal." The parking lot is kept clean. An attractive sign displays the mission of the company, which explains the company's commitment to satisfying customers through service, selection, and value. When the customer enters the showroom, several displays of furniture are visible immediately. These displays, called vignettes, are small room settings including, for example, a sofa, on or two chairs, a coffee table, and an end table. Lamps and accessories are included in the vignettes, although the store carries very few such items and most are not available for purchase. Vignettes show the different styles (country, traditional, contemporary, and transitional) that are available. The vignettes are intended to provide the customer with an "impression of quality" upon entering the store. Much care is taken in designing the vignettes, right down to the spacing between...