Главная | Обратная связь Ф Give examples of high-quality products or services. Explain your choices. 0 Which of the words and phrases below best express your idea of quality? ⇐ ПредыдущаяСтр 12 из 28Следующая ⇒ reliable value for money long-lasting traditional well-known expensive hand-made modern genuine made in (country) well-designed mass-produced   Ф Look at these sayings. What do they mean? Which of the ideas do you agree with? 1'They don't make them like they used to.' 2'Quality not quantity.' 3'You get what you pay for.' Starting up ц 'Don't judge a book by its cover.' фUse the words in the box to complete the flow chart. identified modified failed relaunched durability recalled reliability tested latrRelmd Vocabulary Quality control and customer service

A DEFECTIVE PRODUCT

^We ...^the product two years ago.

We have a policy of zero defects so we were surprised when, shortly after the launch, we received complaints about the ² and....................................................................... ³ of this product.

Because of market feedback, we......................... ⁴ the product so that any faults could

be investigated. At the same time, we withdrew it from sale.

After extensive tests, our engineers........................ ⁵ a fault.

As a result, they were able to correct the fault and we........................ ⁶ the product.

We........................ ⁷ the product under controlled conditions.

Finally, we........................ ⁸ the redesigned product in the market.

Unfortunately, it........................ ⁹ due to lack of consumer confidence caused by bad publicity.

фComplete the sentences below with words and phrases from the box. Use a good dictionary to help you.

Quality control

1Quality control involves checking for ............................. before selling goods.

2We are always.......................... the quality of our products.

3The quality control department found several faults during one of their

4We use a number of........................... to measure quality.

5During the......................... a number of serious production flaws were found.

Customer service

6We measure how happy our customers are with an annual...................................

7We ensure that the machines are well-maintained by offering.................................

8We provide our customers with a........................... lasting ю years.

9If there is a faulty product, we usually offer customers.................................

0Think of a product or service that you have complained about. Tell your partner what the problem was and whether it was solved.

^^ Vocabulary file pages 170 and 176

QBefore you read the article, answer these questions.

1How can manufacturers guarantee product quality?

2Which companies make the best domestic appliances (fridges, cookers, etc.)?

фRead the article and match the headings to the correct paragraphs. Two of the headings have been done for you.

b)Focus on detailed testing

c)High costs: increased reliability

d)Industry admiration for top quality

e)Innovation in working practices

g)Manufacturing at home ensures quality

h)Loyalty for product that lasts

фMatch these people from the article to the summary of their views.

a) Miele is admired and respected by other manufacturers.

b) Making one of the company's factories compete with other suppliers keeps them competitive.

c) The company is able to keep its customers because there is confidence in its products.

фRead the article again. Tick the factors below which have contributed to Miele's success.

1It has excellent quality control in its factories.

2It changes its position in the market according to demand and fashions.

3Its prices are very competitive.

4It uses a lot of outside suppliers.

5It spends more money than other manufacturers on creating new products.

6It does a lot of testing.

7It focuses on every detail of production.

8Each component lasts a long time.

фMatch words or phrases from the article to these definitions.

1the most important company of its type in the world (noun, paragraph l)

2measures of quality by which the processes of producing goods in factories are judged (noun, paragraph i)

3to sell products more cheaply (verb, paragraph i)

4providing all the things that are needed without help from outside (adjective, paragraph 2)

5employing another company to do work for you (verb, paragraph 2)

6a high price for something special (noun, paragraph 4)

фDiscuss these questions.

1Can companies outsource and still maintain quality?

2Can companies do everything in-house and remain competitive?

3What methods or systems can companies use to maintain quality in: a) food production? b) hotels? c) airlines? d) banking?

Miele focuses on old-fashioned quality

By Peter Marsh

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At a time when life has rarely been tougher for manufacturers in the developed world, Miele's 5 strategy for survival is to break almost all the rules. The German company, a global leader in high-quality domestic appliances such 10 as washing machines and vacuum cleaners, is renowned for its high manufacturing standards and its refusal to move down- 15 market and compete on price.

Miele bases nearly all its manufacturing in high-cost Germany and is self- sufficient to a high degree. 20 Rather than outsource to low-cost suppliers, it makes 4 million electric motors a year (enough for all its products) in its own plant 25 near Cologne. Keeping the manufacturing base in the company's own plant is, Miele believes, essential to maintaining its quality 30 standards. Sales last year were €2.2billion (£1.5billion).

The approach is respected by Miele's industry peers. Andrea Guerra, Chief Executive of 35 Merloni, the Italian white goods maker, regards it as the icon of quality in the industry - 'with a fantastic position at the top end'.

4........................................

40 The company sells appliances ranging from dishwashers to coffee machines, at a price premium of up to 70 percent 45 over their competitors' products. It spends 12 percent of its revenue on product development - far more than the industry 50 norm. Miele's attention to detail is legendary. Ovens are tested using machines that open and shut their doors 60,000 times to simulate the 55 use they will have in their owners' kitchens.

The company also believes it can make its German plants more competitive by 60 changes in working practices. According to Markus Miele, co-owner of the company, 'We have a plant near Giitersloh that makes 50 65 percent of all the plastic parts we need. But we make this plant compete with outside contractors to see who gets the work for 70 specific jobs. We make sure that the Miele plant charges prices no greater than the other bidders. This is one way we encourage 75 our factories to make improvements and

innovations in their production processes.'

Even though Miele's 80 manufacturing costs are higher than those of its competitors, the company says these are justified by its ability to produce 85 appliances that - despite their high prices - people want to buy. Roughly 50 percent of Miele's manufacturing costs come 90 from components it makes itself compared with about 30 percent for equivalent companies. But, the company says, most Miele 95 appliances will work for 20 years, which is longer than

comparable products. This, it says, is linked to the reliability of individual loo parts.

The policy pays off, says Mr Miele. 'My father [who was in overall charge of Miele until 2002] once had a 105 letter from an old lady in Eastern Germany. She said she didn't have much money but she was willing to pay 50 percent more for a no Miele washing machine because she knew it would last for the rest of her life.' Nick Piatt, a home appliance specialist at the 115 GfK market research company, says such feelings are not uncommon. 'The company has built up a tremendous loyalty among 120 consumers who know that the brand stands for quality,' he says.

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Miele faces a tough few years as it strives not just to 125 keep ahead of competitors at the top end of the white goods market but also to interest new generations of increasingly cost-conscious 130 consumers in buying machines that - in terms of kitchens - are the equivalent of luxury Swiss watches.

From the Financial Times

FINANCIAL TIMES

World business newspaper.

Ф 010.1 Mike Ashton is Senior Vice President of Hilton Hotels International. The hotel employs 75,000 people in 65 countries. Listen to the first part of the interview. Complete the definition of quality.

I believe the best way to define quality is to look very closely at customers'

...................... and then to look at the........................... of a business to............................

or....................... those expectations, consistently.