ABSTRACT
This chapter examines the steps in process improvement, discusses re-engineering and how it differs from continuous improvement. It describes the tools used to gauge process improvement, looks at how to implement total quality procedures in the product development process, and presents the common denominators for successful implementation of total quality in marketing. Process measurement tools, such as Pareto charts, scatter diagrams, cause-and-effect (fishbone) diagrams, control charts, etc., were discussed earlier. The chapter examines yet another process measurement tool: benchmarking. It should be noted that the generic benchmarking process is divided into two parts: benchmark metrics and benchmark practices. The product development process consists of several stages, including opportunity identification, design and testing, commercialization, and product life cycle management and restaging. Speed has become the new mantra in marketing, whether it involves new product development or faster response time for an internal or external service.
