10 
10.2 Look at B, C opposite and replace the underlined words and phrases in this memo from the head of a package holiday company.
Answer the questions:
1. What underlies Japanese competitive success?
2. What is quality constituted of?
3. What’s the customer role in quality definition?
4. What is the notion of quality in manufacturing based on?
5. What aspects of quality are emphasized by the customers in the service sector?
12 
Over to you
Do you think it’s always possible to go on improving quality incrementally, or can you reach a state where it is so good that further improvement is impossible?
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