Managing for Quality and Performance Excellence 9th Edition by James Evans,William Lindsay

Exercise 11

What definition of quality is implied by the following consumer advertisements? Explain your reasoning.
a. A DirectTV ad that states "Now get over 150 channels for only $29.99 for 12 months."
b. A deodorant ad that promises "Stay dry in sticky situations."
c. An ad for Paul Mitchell hair care products that states: "Repair years of damage in minutes with Kera Triplex 2-step repair in-salon treatment. Reduces breakage up to 80%; improves shine up to 35%; prevents color fade up to 67%. Take home the benefits of strong, healthy hair with the complete Awapuhi hair care system. Protect and nourish hair with every wash, condition, and style."
d. A Bulova watch add that explains "Most quartz watches are accurate to 15 seconds a month-Bulova Precisionist is accurate to 10 seconds a year. The key is Precisionist's unique threeprong quartz crystal, which produces a vibration frequency of 262.144 kilohertz, eight times greater than the usual two-prong crystal and the highest of any watch available today. And, the innovative design of the Precisionist movement reduces the effects of temperature variation without using a high maintenance thermo-regulating integrated circuit. The result is a watch that is extraordinarily precise, yet so easy to operate."
e. Symantec, a software firm that makes antivirus software and performs e-mail storage and security services that advertises:
• No viruses
• No spam
• No downtime
• E-mail done right
f. A Samsung ad that explains, "The Samsung BD-UP5000 gives you the best of both HD worlds by bridging Blu-ray and HD DVD capabilities together in one player... at an incredible Full HD 1080 p resolution, which delivers up to six times the picture quality of standard definition DVDs."