PRODUCT-QUALITY AS A COMPONENT OF TRANSFO RMATION CHANGES

Present business sphere is characteristic of transformation changes as well as of fight to survive in competition and to win in the market. To reach the goal is not an easy sailing: it is also connected with th e entrepreneurs' efforts to find and to apply a proper way of manageme nt and an adequate strategy in the sphere of quality. Technical and so cio-economic developments show that product-quality has become a decis ive phenomenon all over the world. It is necessary, therefore, to mana ge and to control product quality in all the spheres of realization an d utilization of a complex market supply of products. Every systematic approach promises success just in the case that it is clearly consume r-oriented. And that is why it is necessary to pay attention to the re lation of product quality to marketing, namely from the point of view of its strategic and operational activities market and customer orient ed. It seems to be necessary that the choice and the application of ap proaches, models, methods and instruments are made clear, because thei r perfect knowledge is a presumption of reaching positive economic res ults. The paper presents product quality as an intrinsic element estab lishing value, productivity, efficiency and competitiveness. Systemati c approaches to quality are presented: aimed at the economy of a produ ct-quality they are based on recording the costs incurred upon quality of a product, ''non-quality'' losses and the recording of costs incur red upon the quality of a process. The ways of quality management and quality control are analyzed from the point of view of the application of normative approaches to product quality, by means of complex manag ement of product quality and integral management of quality leading to obtaining business success in the competitive market surroundings.