ASPECTS OF TOTAL QUALITY MANAGEMENT APPLIED IN ...

Annals of the University “Constantin Brâncuşi”of Tg-Jiu, No. 1/2008, Volume 2,
ISSN: 1842-4856
Proceeding in a competitive environment, a trade cannot impose itself in the conditions where
the entire communicational effort is well coordinated. Once with understanding this, it appeared a
new concept, that of the market integrated communication that has the role of assuring the
coherence of the communicational steps of the transmitter, obtaining a high synergetic effect. The
integrated communication apparition represents the most important tendency of marketing
development.
Being in a full progress in the priority top from the marketing activity, the marketing
communication will be soon the only assertion and sustaining modality of the competitive
advantage.
The global politic of the organization represents the ideological orienteering and practical
activity in the business leading domain, conceived depending on the environment conditions, so that
it assures the super valuing of the resources disposed by the organization.
In a modern marketing vision, companies that want to develop a suitable activity on a long term
cannot ignore the consumer. The need satisfaction and the consumer’s requests are important to
become, along the profit’s maximizing, one of the global objective of the organization.
The marketing communication represents one of the vectors that allows the organization to
proceed for realizing the own objectives. The production politic, price politic and distribution
politic influence and is influenced by the communication politics.
If for the commercial communication the responsibility returns traditionally to the market
compartment, the corporative communication is considered by the most specialists, as belonging to
the general direction competence, in spite that the unitary approaching problems of the two
dimensions of marketing communication continues. In the most companies the corporative
communication received a distinct place in the organigram, through the creation of a new
department-the communication department-most of the times subordinated directly to the general
direction. In the company the commercial communication responsibility returns to the marketing
department. The corporative function of the marketing communication belongs to the general
direction responsibilities. The marketing manager organizes and participates at direct meetings with
the audience, trying to stimulate the wanted attitude, consolidating the credibility and market
position of the company. The corporative dimension of the marketing communication may be found
in the employees’ activity from the marketing department.
The most important objective of the communicational politic is constituted by the building and
consolidating a favorable image from the audience. The image concept and the communication one
are related indissolubly. The trade image is defined as “the perception assembly referring to the
product and its environment: the product qualities, the utility, price, affective judgments”. The
emotional constitution, generative of affective judgments, is extremely important, because it does
the difference between a product and a trade.
The image of some company is a is an extremely complex notion under the aspect of its
contain. It contains: the intern image, financial, technologic, commercial and public. For a
company, the good intern image is given by the good relations between the employees. The
extremely favorable public image is maybe the coat of a company. The wanted image, the displayed
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