Marketing Process as part of QMS (Quality Management System)?

S

simonmaal

#1
This morning, I had a really interesting conversation with a manager. He asked about where marketing fits into an ISO 9001:2008 quality management system. It came up during a conversation over the marketing budget and stumped me a bit, because I normally think of quality management as beginning at the first point of contact with the customer (usually sales enquiry).

I've never really thought of this one before, so any advice would be appreciated!
 
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Duke Okes

#3
Re: Marketing process as part of QMS?

Typically most Mktg processes are not part of the QMS, but I'd look for what information is being communicated to (potential) customers and whether or not there needs to be control over it. For example, if detailed specs are provided that allow an organization to make a decision whether or not to purchase, revision control over the documentation/website, etc. may be needed.
 
S

samsung

#4
Re: Marketing process as part of QMS?

This morning, I had a really interesting conversation with a manager. He asked about where marketing fits into an ISO 9001:2008 quality management system. It came up during a conversation over the marketing budget and stumped me a bit, because I normally think of quality management as beginning at the first point of contact with the customer (usually sales enquiry).

I've never really thought of this one before, so any advice would be appreciated!
While 'sales' is a 'demand fulfillment' process, whereas the 'marketing' process creates demand through penetrating into new markets. Output of this process not only attracts new customers that keeps the business going smoothly but also forms basis for the new product development.

7.2, & 8.2.1 would certainly be applicable to this process. I agree with Chennalite.
 

ScottK

Not out of the crisis
Staff member
Super Moderator
#5
Re: Marketing process as part of QMS?

If you must fit it into the ISO9001 framework I agree with Chenaiite.

But I would tell my boss that the QMS is bigger than ISO and anything we do can be captured within it - Marketing, Accounting, Safety, Environmental, etc.

Step out of the ISO9001 box and realize what you are building is a business management system.
 

somashekar

Staff member
Super Moderator
#6
Re: Marketing process as part of QMS?

If you must fit it into the ISO9001 framework I agree with Chenaiite.

But I would tell my boss that the QMS is bigger than ISO and anything we do can be captured within it - Marketing, Accounting, Safety, Environmental, etc.

Step out of the ISO9001 box and realize what you are building is a business management system.
All that you will do to determine 7.2.1 a) and b) from the population who you want to convert into your customer is the Marketing process. So marketing fits nicely into 7.2.

The organization shall determine
a) requirements specified by the customer, including the requirements for delivery and post-delivery activities,
b) requirements not stated by the customer but necessary for specified or intended use, where known,
 

Qwatcher2

Starting to get Involved
#7
Re: Marketing process as part of QMS?

While I agreed in part with the above answers, you have to look at it holistically as a business management system. The customer could be the internal customer defining the requirements and outcomes desired from the marketing service. This is no different than the requirements put in place for certifying as a service organization and as such all ISO requirements for a service organization apply. This includes document control, records, design, id& trace, all of section 8.0, etc.

Unfortunately, there are very few quality professionals who know how to implement a "Service" scope QMS.

No area of our business processes are excluded from meeting the appropriate ISO/customer requirements. This includes, Marketing, Business Operations and Finance & Accounting departments.
 

Paul Simpson

Trusted Information Resource
#8
This morning, I had a really interesting conversation with a manager. He asked about where marketing fits into an ISO 9001:2008 quality management system. It came up during a conversation over the marketing budget and stumped me a bit, because I normally think of quality management as beginning at the first point of contact with the customer (usually sales enquiry).

I've never really thought of this one before, so any advice would be appreciated!
Market research and the '4Ps' side of marketing generally go a long way towards demonstrating Customer Focus (5.2) as well as the 7.2 stuff already mentioned. It also often leads to design input (7.3).
 
S

samsung

#9
Market research and the '4Ps' side of marketing generally go a long way towards demonstrating Customer Focus (5.2) as well as the 7.2 stuff already mentioned. It also often leads to design input (7.3).
Sorry but I didn't get to '4Ps'. Please elaborate.

Thanks.
 

Le Chiffre

Quite Involved in Discussions
#10
See Wikipedia reference-linkMarketing_mix for the 4 P's.

I think Qwatcher2 has nailed it. My philosophy is to implement the QMS within a an overall Management System (nothing like getting the senior managers to take notice than calling it a Business Management System!). I've had experiences where QMS can be relegated to the quality dept.

The more holistic the system, the better it works across the organization. I'd like to pull finance, accounting, sales and marketing inline with our QMS.
 
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