QUALITY FUNCTION DEPLOYMENT - QFD AS A STRATEGIC MARKETING TOOL

被引：0
作者：
dos Santos, Rumeninng Abrantes [1 ]
Tiradentes Terra Argoud, Ana Rita [2 ]
Pizzinatto, Nadia Kassouf [3 ]
Antoniolli, Pedro Domingos [3 ]
机构：
[1] Fundacao Univ Fed Tocantins UFTO, Palmas, Tocantins, Brazil
[2] Univ Metodista Piracicaba UNIMEP, Piracicaba, SP, Brazil
[3] Univ Metodista Piracicaba UNIMEP, Piracicaba, SP, Brazil
来源：
REVISTA BRASILEIRA DE MARKETING | 2015年 / 14卷 / 01期
关键词：
QFD; Marketing; Quality; Customers;
D O I：
10.5585/remark.v14i1.2893
中图分类号：
F [经济];
学科分类号：
02 ;
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.
引用
收藏
页码：49 / 58
页数：10
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