Let us first turn our attention to the first of the four Ps of marketing: Product. General marketing seeks “adequate
product quality.” Qu ality con trol en tails so -called “f itness fo r use” and “co nformance to requ irement,” and
excess quality can be “undesirable” because it raises costs. For a handbag, this means that things fit in it and it is
easy to carry. A 500 yen or 1,000 yen tote bag is suitable for these functions in terms of cost performance (Yen
Value). However, a Lou is Vuitton handbag offers a “produ ct of d istinguished quality” and “attention to detail