ABSTRACT
This chapter discusses the various types of assessment surveys to audit quality endeavors, including the Malcolm Baldrige assessment, Deming Prize audit, and the ISO 9000 audit. The Malcolm Baldrige National Quality Award was established by Congress in 1987 to promote quality awareness, to recognize quality achievements of US companies, and to publicize successful quality strategies. In analyzing the Malcolm Baldrige Award criteria from a marketer's perspective, most, if not all, of the criteria reveal a company's ability to reach and satisfy customers. The Deming Prize was instituted in December 1950 by the Union of Japanese Scientists and Engineers (JUSE) and is regarded as the highest form of industrial recognition in Japan. With the adoption of ISO 9000 standards comes the discipline imposed by the standards for processes that influence total quality programs. An example of how Ethyl Corporation's marketing department adopted an ISO 9004 procedure for new product development is provided in this chapter.
