In a total quality management approach to marketing, a firm should set its quality standards on the basis of
A) benchmarking against the best companies.
B) benchmarking against the lowest-cost providers.
C) sales analysis.
D) marketing cost analysis.

Question

Quizplus · Accepted Answer

Benchmarking against the best companies helps a firm to set high-quality standards by learning from industry leaders and adopting best practices.

In a Total Quality Management Approach to Marketing, a Firm