In today’s competitive environment, quality products are designed to meet the needs of a target market and then are marketed to that market. If you, as a small business owner, who wants to assure that your product is perceived as a quality one, you need to consider the three major elements that impact the perception of a product’s quality. They are:

How well the product meets the target market’s needs,
How well marketing promotes the product’s quality, and
How good the customer service is that supports the product.

In Today’s Competitive Environment, Quality Products Depend on The Needs Of The Target Market

Every target market has a different definition of quality. The one common denominator is that all target market members want products that meet their needs by providing the benefits they want.

The needs and benefits will vary by target market. What your target market considers quality, another target market will consider mediocre because it only partially provides the benefits that they seek.

You have to assure that your products are designed with features that meet the needs of your target market. Then you have to monitor the manufacturing process and check final products to determine that those features work as designed.

In Today’s Competitive Environment, Quality Products’ Perception Demands Good Marketing

Regardless of how well your product’s benefits and features match your target market’s definition of quality, if it’s not marketed well to the target market, the product will not get a quality reputation.

In today’s competitive environment, quality products may be made in a factory, but the perception of quality is established through good marketing. So you must assure that your marketing is relevant to, and appropriate for your target market.

In Today’s Competitive Environment, Quality Products Must Be Supported With Good Customer Service

No matter how well your product is made, how well it provides target market benefits, or how well you market it, if your customer service fails, your product won’t be considered a quality one.

Today, more than ever, people are fed up with poor customer service. In most people’s minds, customer service for a product is directly tied to the quality of the product. So in order to improve the perception of your product’s quality, you must support your product with quality customer service.

Everybody expects certain elements of customer service. But some target market members consider additional elements important that another target market may find irrelevant.

In Today’s Competitive Environment, Quality Products Require Knowing Target Market Characteristics

Each of the three major elements contributing to the perception of quality, relate to knowing the target market. The more you know characteristics that distinguish your target market from another, the better you’ll be able to produce, market and support your quality produce. The better you comprehend your product’s target market characteristics, the more successfully you can build a quality perception into each element.

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Posted 7-24-08: In Today’s Competitive Environment, Quality Products
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