Not all perfumes smell the same. Not all jeans look the same. Not all pianos sound the same. What's the difference? A single word: quality.

Most customers feel that a great perfume is of higher quality than a bottle of lavender water. Whether this is in some sense ‘true’ in terms of a chemical analysis of the perfume is for these purposes irrelevant. As Drucker points out, quality is not what the supplier puts into the bottle: it is what the customer gets out and is willing to pay for.

But all of this sounds most elusive: how can we possibly run a business simulation about quality? Take a deep breath and a look at Figure 15.1. Better still, if you are online and you have access to the simulation, just click on the diagram.

In this picture I have moved the right-hand panel to one side so as to create more space for the diagram, but if you inspect that edge of the screen you will see a handle that you can click on to restore it.

The next point to bear in mind is that the four boxes inside the red line are just the same as those in the previous chapter: Price Sensitivity, Unit Price, Unit Volume and Sales.