Principles of Marketing Class

Discussion Question:

Why are consumers, be they individuals in the role of a family or community member or professionals in the role of a businessperson, so resistant to change, even when the change can be the source of significant improvement? Noted quality improvement consultant and author Joseph M. Juran identified three critical aspects: 1) quality planning, 2) quality control, and 3) quality improvement in his Trilogy approach. When lecturing on this topic, he pointed out that humans are very adaptive, can become acclimatized to almost any environment, and perceive of it as being normal. He then went on to explain how to use the Pareto principle as a tool to help focus people on aspects of their normal way of living and working that is the root of issues that, if resolved, could significantly improve things for everyone. If Juran is right about his three critical aspects and a firm indeed has issues requiring the purchase and effective use of new products and/or services in order to improve, shouldn’t the supplier of the products and services provide support to each of Juran’s critical aspects (e.g. education, training, and skill development for both those who will use the products and services as well as those who manage and lead them)?

Attack or defend the notion that Juran’s approach could well serve the marketing and sales functions of firms as a framework of potential products and services designed to help move customers from their current state to a future state where they are able to receive real and measurable benefits from the purchase, adoption, and usage of your firm’s products and/or services.

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