UNIT 3: QUALITY

“ Quality is remembered long after the price is forgotten.” - GUCCI

Quality is the capacity of a product or
service to meet or exceed customer
requirements or expectations.

Product Quality
What Quality Means?

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 Factors that influence
decisions to buy

 Design

 Durability
Number the factors 1-7
(1 = most important; 7 = least important).  Environmental friendliness
Depending on how important they are to you
 Modernity

 Price

 Quality

 Value for money

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Dimensions of Quality
It is a strategic management tool that can be used as a framework to
analyse characteristics of quality.

 A quality product is a product that meets the

expectations of the customers.

 Dimensions of quality help producers to meet

these expectations.

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Dimensions of Quality

Garvin (BA Prof at Harvard BSc,2017) proposes eight

critical dimensions or categories of quality that can
serve as a framework for strategic analysis

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1. Performance
 The primary operating
characteristics involve measurable
elements, which makes it easier to
objectively measure the
performance.
5. Durability
 How long a product will last or perform
and under what conditions it will
perform.

Estimating the length of a product’s life
becomes complicated when it’s
possible to repair the product.
Quality Framework
2. Features 3. Reliability 4. Conformance
 Closely related to the dimensions
 The characteristics that decide how  How long a product will perform
performance and features.
appealing a product or service is to consistently according to the
the consumer. specifications of that product  To what extent the product or service
conforms to the specifications.
 Such features are the extras of a  Shows the probability of the product
product or service and complement having signs of error within a specific
its basic functioning. time of period.
6. Serviceability 7. Aesthetics 8. Perceived Quality
 Reflects on if the product is  A product or service can have high
 The way a product looks and
relatively easy to maintain and scores on each dimension but still
contributes to the company’s
repair. receive a bad rating from negative
identity or a brand.
 How easy it is for the consumer to perceptions from customers or the
 Aesthetics is not only about how a
obtain repair service, how public.
product looks but also about how  Customers sometimes will rely on
responsive the service personnel is,
it feels, tastes, smells or sounds. indirect reviews.
and how reliable the service is.
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 Adjectives to describe Quality
Word Meaning Level
damaged so that thin lines or spaces can
Cracked be seen on the surface of something;
-
slightly broken
intended to be thrown away after use
Disposable +/-
Long lasting, with a 'long shelf life',
Durable resistant.
+
not perfect, or containing mistakes
Flawed -
Poor quality, insubstantial, breakable.
Flimsy The negative equivalent of fragile.
-
easily damaged, broken, or harmed
Fragile -
weighing a lot, and needing effort to
Heavy-duty move or lift
+
Poorly-designed -
Dependable, tried and tested, sound. It
Reliable does not break down.
+
be slightly cut or damaged by something
Scratched sharp or rough
-
badly and carelessly made, using low
Shoddy quality materials
-
strong; not easily broken or made weaker
Tough +
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Reading Article
Two Kinds of Quality (p.37)

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Scan Reading
Read the article. Match the headings a-h with paragraphs 1-7.
There is one extra heading

a) No survival without quality

b) Reliability is not enough e) Superficial quality

c) Quality and cost f) Quality in design

d) Quality culture g) Closing the gap?

h) Quality for quality’s sake

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 1. Craze /kreɪz/ (n)
Find words or expressions
in the text with the
following meanings. 2. Struggle /ˈstrʌɡ.əl/ (n + v)

1. something which suddenly becomes very popular (para 1) 3. Take for granted (phr + idiom)

2. try hard to do something difficult (para 1)

4. Stuff /stʌf/ (n + v)
3. expect something to be there as normal (para 2)

5. Traps /træps/ (plural noun)

4. a variety of objects or things (para 3)

5. mistakes you should avoid (para 4) 6. Fads /fædz/ (plu n)

6. things which are fashionable for a short time (para 4)

7. Sour /saʊr/ (adj + n + v)
7. to make something unsuccessful or unpleasant (para 5)

8. something surprising or impressive (para 6) 8. Marvel /ˈmɑː.vəl/ (v + n)

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 Listening
Industry analyst, Warwick Fender, is speaking about
quality in the household electrical goods sector.
What products do you think he will talk about?

1 The white goods industry has been accused of designing

1 The white goods industry has been accused of designing
products to last____________________ .
products to last a limited time .
2 Consumers today expect to_______________ electrical
2 Consumers today expect to upgrade electrical goods
goods more often.
more often.
3 Repairing products is expensive due to the cost
3 Repairing products is expensive due to the cost of spare
of_________________ and______________.
parts and labour/labor time.
4 Ethical consumers are reassured that it is increasingly
4 Ethical consumers are reassured that it is increasingly
possible to___________________ products
possible to recycle products

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 You should say :

Speaking • What is this thing?

• When did you buy it?
• Why were you
satisfied/dissatisfied with it?
A product you bought that you are either pleased
• How did you react?
with or dissatisfied with. Use the adjectives in
Exercise 5 to explain why.

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 1. What behaviour do you consider ………………………….. in the workplace? Have you ever had to confront a
co-worker about their behaviour? ACCEPT
2. Do you think that a ………………………….. workplace can be healthy or unhealthy? COMPETE
3. Have you ever experienced …………………………..? How did it make you feel? EMPLOY
4. Have you ever had to work in an ………………………….. or toxic work environment? How did you cope with
it? HAPPY
5. Have you ever been in a work situation where youand
Insert or Drag felt ………………………….. stressed or pressured? NEED
Drop
your Photo Here
6. What would be the most ………………………….. job for you? Why wouldn’t you want to do it? INTEREST
7. What are some ………………………….. tasks you have to do at work or school? REPEAT
8. What are some common ………………………….. hazards in different types of workplaces? SAFE
9. Do you think being a ………………………….. worker is more important than being a hard worker? Why or
why not? SKILL
10. Have you ever been ………………………….. in a job interview? What do you think went wrong? SUCCESS

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 VOCABULAR
Y
 adjectives relating to quality
 collocations relating to quality standards

This Photo by Unknown Author is licensed under CC BY

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Comparison
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Trey Research Competitive Service

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• Sed in molestie est. Cras ornare turpis at ligula posuere,
sit amet accumsan neque lobortis.
• Maecenas mattis risus ligula, sed ullamcorper nunc
efficitur sed.
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• Nunc tempus, risus sodales hendrerit, arcu dolor
commodo libero, a sollicitudin quam nulla quis lectus. In
at porta mauris.

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Chart Options
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Gross Revenue Company Sales Revenue Over Time

$300,000 $6,750 $33,750 $300,000

$250,000 $250,000

$200,000 $200,000

$150,000 $150,000

$100,000 $100,000

$50,000 $50,000
$135,000
$270,000
$0 $0
20YY 20YY 20YY 20YY 20YY 20YY 20YY 20YY 20YY 20YY

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Table
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Vendors Users Consultants Ad Buyers Gross Revenue Company

Revenue

20YY 0 0 2 0 $0 $0

20YY 10 100 50 10 $6,750 $1,013

20YY 50 500 60 500 $33,750 $5,063

20YY 200 2000 100 5000 $135,000 $20,250

20YY 400 4000 120 50000 $270,000 $40,500

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Full screen image with caption

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ThankYou
April Hansson
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april@treyresearch.com
Trey Research

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