What does product quality really mean? Does the definition of quality change depending on the type of business?
For example, in the restaurant category: A high quality meal at McDonald’s is exactly the same as the meal you got last time, and the time before that, and the time when you were five years old. A high-quality meal at a fine French restaurant is different every time you eat there. Quality service at McDonalds might mean a cheerful “Have a nice day!” while at a fine French restaurant, it might mean a silent, respectful nod.
Try to define what quality means for each of the following categories:
• A visit to the dentist
• A computer
• A motorcycle
• A haircut
• A pair of blue jeans
• A cup of coffee
• A stereo system
What is the marketing impact of poor quality?
Should you promote high quality, or should you let your high-quality products speak for themselves? Why or why not?