Managing for Quality and Performance Excellence 10th Edition by James Evans ,William Lindsay

Exercise 37

What definition of quality is implied by the following consumer advertisements? Explain your reasoning.
a. An ad for Rosetta Stone language software that features dozens of languages, covers a range of five levels (beginning to advanced), provides live online practice sessions with native speakers, furnishes mobile apps for smart phones and computer pads, and boasts a 30-day money-back guarantee, all for under $200. Additionally, they say: "Three reasons to get started today: 1) Rosetta Stone solutions have brought language-learning success to millions all over the world. Proven to work. Prove it to yourself. 2) It's fun, effective, and enjoyable. Don't be one of the 20% of Americans who list 'not learning a language' as one of their life's biggest regrets. 3) Studies suggest that trying a new skill-like learning a new language-is effective at helping you develop and maintain mental fitness. Rosetta Stone offers a choice of 30 languages."
b. To justify their top-of-the-line oil change service at $49.95, a Goodyear store features Valvoline oil. The ad states:
SynPower Full Synthetic Lube, Oil, Filter 100% synthetic oil outperforms all other oil types delivering maximum protection against heat, deposits, and wear. Valvoline SynPower Full Synthetic Lube is crafted with 100% synthetic motor oil, and outperforms all other oil types. It also:
• Delivers more protection than any other oil type
• Helps improve and maintain fuel efficiency
• Provides the ultimate protection against heat, deposits wear
c. Toyota advertises that its subcompact Yaris model has a myriad of brake-related safety features. They point out that: "Yaris comes standard with the Star Safety System™, a suite of six advanced safety features that includes Vehicle Stability Control (VSC), Traction Control (TRAC), Anti-Lock Brake System (ABS), Electronic Brake-force Distribution (EBD), Brake Assist (BA), and Smart Stop Technology (SST)."
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 three-prong 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. Barracuda Networks, Inc., makes commercial antivirus hardware and software "packages," such as The Barracuda Web Filter. It advertises that: "The Barracuda Web Filter lets organizations benefit from online applications and tools without exposure to web-borne malware and viruses, lost user productivity, and misused bandwidth. As a comprehensive solution for web security and management, it unites award-winning spyware, malware, and virus protection with a powerful policy and reporting engine. Advanced features ensure that organizations adapt to emerging requirements like social-network regulation, remote filtering, and visibility into SSL-encrypted traffic."
f. An ad for the Microsoft Surface computer tablet explains: "Can't decide between a new tablet or laptop? Step up to Microsoft Surface, the device that goes from tablet to laptop in a snap... great for staying productive and entertained from anywhere. Use Office to create Word documents, PowerPoint presentations, and Excel spreadsheets, or use Outlook to check your email. Stay in touch with family and friends on Skype, and store all your photos and videos with 1TB of OneDrive online storage. Surface is one of the best tablets around for surfing the Internet, playing games, or streaming movies and TV shows from popular sites like Netflix and Hulu."