LAUSR

When thinking about product or service quality, one does not usually think of its role with marketing. However, this study indicates otherwise. The study explores how companies conduct market research to optimize customer satisfaction by utilizing process improvement tools. The evidence in this research demonstrates that marketing and quality are in fact correlated. The purpose of this paper is to demonstrate how quality and marketing are linked with one another. Marketing strategies will not be successful if organizations are not providing quality products. Both quality and marketing are dependent upon the consumer's needs and wants; successful organizations constantly study the consumers in an effort to improve their products. It is important that marketing departments in organizations analyze clients in order to produce quality products that satisfy all customer needs and give the organization a competitive edge in the marketplace.