The Sage Course Companion on Marketing is an accessible introduction to the subject that will help readers to extend their understanding of key concepts and enhance their thinking skills in line with course requirements. It provides support on how to revise for exams and prepare for and write assessed pieces. Readers are encouraged not only to think like a marketer but also to think about the subject critically. It is much more than a revision guide for undergraduates; it is an essential tool that will help readers take their course understanding to new levels and help them achieve success in their undergraduate course.



Quality is the overall relationship between a product's expected performance and its actual performance, as judged by its consumers.

Quality is the relationship between what customers expect, and what they get. If a customer's expectations of a product are low, then he or she will not be disappointed if the product turns out to perform badly. On the other hand, if a customer has been led to expect a high-quality product and the product performs badly, he or she is likely to respond negatively. Of course, if the product performs even better than expected, the quality will be perceived to be high.

Perception of quality is closely related to perception of value for money. For example, a restaurant meal might cost anything from £5 per person ...

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