A. Components of a System
1. The Idea (from management)
Idea
Supplier
The aim here is to raise questions about quality, what it is, who defines it, who cares, who makes the decision on whether to buy your product? . . . impressions of quality are not static....the customer is not in a good position to prescribe product or service that will help him in the future. The producer is in far better position than the consumer to invent new designs and new service. (OCC, Ch. 6) A consumer can seldom say today what new product or new service would be desirable and useful to him three years from now, or a decade from now. New product and new types of service are generated, not by asking the consumer, but by knowledge, imagination, innovation, risk, trial and error on the part of the producer, backed by enough capital to develop the product or service and to stay in business during the lean months of introduction. (OCC, Ch. 6) The customer generates nothing. No customer asked for electric lights. An educated customer may have a firm idea about his needs . . . He may be able to specify these needs so that a
9
Made with FlippingBook - professional solution for displaying marketing and sales documents online