CONTINUOUS IMPROVEMENT - Research Paper Example

However, the underlying score is to attach the quality to the demands of the market as determined by the marketing department in a commercial organization. Additionally, every commercial organization has a growth and expansion as their key objectives. The feature is reliant on the production of goods that meet the demands of the market thus expanding the market share; this implies that quality is among the most fundamental aspects of either a product or service that attracts the customers (Fournier, 1998).

The American association for quality has one of the best definition of quality stating that quality is a “combination of several qualitative and quantitative perspectives for which everyone has his or her definitions”. The definition permits and propagates the relativity of the concept by permitting everyone to define the perspectives differently. Different commercial organizations operate in the sale and delivery of diverse products and services. Such organizations have different target markets which they must therefore entice and develop the brand among them.

To those companies selling products, several factors both qualitative and quantitative influence the quality of their products. Qualitative factors relate to the different attributes of the products that contribute to meeting the market demand. Such arise from the raw materials used in the manufacture and the entire process if manufacture. Quantitative perspectives on the other hand concern the measurable aspects of the products that contribute to them satisfying the market demand. A company should for example produce adequate products to infiltrate the entire market thus ensuring no shortages of the products among a particular market.

This implies that the organization must manufacture a specify number of goods in order to prevent loses resulting from both surplus production and inadequacies of underproduction. Commercial organizations operating in service delivery also have their own relative definition of quality of their services to their diverse target markets. Such organizations must ensure the provision of adequate hospitality and hygienic services that are commensurate to the amount of money they charge for their services.

The consideration of the diverse operations by different companies in either service delivery or sale of products validates the definition of quality as per the American association of quality. The definition of quality according to the Philip Crosby equally meets the diversity of operations by different companies in different markets. The marketing scholar and author define quality as “the conformance to requirements”. The definition allows users to set their own unique features thus determine different conformance.

Such is the nature of marketing since different organizations have different markets and thus carry out different marketing strategies. As defined earlier, marketing refers to the determination of the demand from the market and influencing the production and the delivery process to meet such demands. The organizations must therefore determine the demands from the market and couple them with effective production of the products in legally accepted methods thus creating life sustaining products and services that do not only serve the population but also sustain the profitability objective of the organizations (Kotler & Fox, 2002).

In view to the relativity of the definition of the requirements used in the definition of