4. Important considerations

1. Quality

"A product is anything that is potentially valued by a target market for the benefits or satisfactions it provides, including objects, services, organisations, places, people and ideas".- Cravens:

includes intangibles as well as "hard" satisfactions.

2. Customer service

Includes all aspects of the firm's offering and, specifically, request for product specifications, requests for quotation, purchase order processing, order status inquiries, warranty service, compliant handling, customer responsiveness

• Should be transparent to customers
• Involves all parts of the organisation