How does marketing affect product quality?

Product quality

Product policy, product design

The extent to which a product meets the requirements resulting from its use or use. (See also: Subjective Quality, Objective Quality)

an expression for the ability of a product to fulfill the functions expected of it. When determining strategic success factors, product quality is very important, as the results of the PIMS project show (for measuring the quality index).

Quality can have two positive effects on profitability and growth. The customer-related concept of quality is based on the relative quality from the buyer's point of view. Only if higher qualities bring him greater benefits, for which he is also willing to pay higher prices, can this have a positive effect on returns. It is therefore not a question of purely technical quality standards.

The process-related concept of quality covers the costs for scrap, rework, etc., which are reduced due to higher production quality. and the lower total production costs that can be achieved through this.

consists of many individual forms of quality such as functional and technical quality; see also quality controlling, quality management and total quality management.


(Product and service quality): The active and conscious design of both the material-technical and the sales-economic characteristics of a good offered on the market, i.e. a product or a service by a provider, i.e. a manufacturer or sales agent, is the central element of his quality policy. “Every product has a basic benefit that characterizes the material, technical utility value. The additional benefit measures the validity benefit, e.g. as a status symbol. The quality includes the basic and the additional benefit ”(Bruno Tietz).
Product and / or service quality is a parameter that is measured in PIMS studies, for example, as follows: You are asked what percentage of a company's own turnover is accounted for by goods (products or services) that are superior to those of its competitors a), b) are inferior.
The difference between the percentages a) and b) serves as a measure of the product-service quality. This value is positively correlated with both the return on investment (RoI) and the cash flow.
When designing its quality policy, each provider has its own, sometimes larger, sometimes smaller, leeway. A prerequisite for a successful quality policy is the availability of information that is as reliable as possible about both the quality requirements of the demand and the quality elasticity.
In detail, this means that attributes and relations, including any irradiating factors that may occur, are known across the various levels.
Determining this is the task of market research in the broadest sense. It is incumbent on it to determine the constellation of needs for the various target groups (i.e. usually at the same time for a certain price range), whereby it is particularly important to analyze the decision-making weight of the attributes and - if the characteristics are gradable - their structure. The aim is to set up a needs matrix that is related to a specific market segment and thus to a specific target group (market segmentation). Determining the elasticity of demand with regard to quality changes is at least as important. This elasticity is infinite, provided that partial qualities cannot be omitted or added without the demand disappearing. Knowing them is vital. Their determination runs up against difficulties in particular when it comes to components of the additional benefit, the elimination of which does not impair the functional qualities ”(Werner Hans Engelhardt).
It is precisely the principle behind the development of branded goods to reduce the price elasticities between goods by creating an opinion advantage for quality.
product design

Previous technical term: product samples | Next technical term: product quality

Report this article to the editors as incorrect & mark it for editing