ABSTRACT
The performance of a product or service involves basic-use characteristics. It’s difficult, however, to develop an overall performance ranking because a product or service might have basic-use characteristics not universally needed or wanted. Durability is a measure of the use a consumer gets before a product breaks down and has to be replaced. Some customers want products that will last a lifetime. Marketing practitioners' customers-their target market-is that part of the market which they elect to serve with a given marketing mix, like product/service, price, promotion, and place. Total quality means more than just providing quality to marketing practitioners' external customer. It’s also satisfying their internal customers. So total quality means that marketing practitioners must improve significant processes within their marketing operation.
