This simple example shows, that quality and quantity are related and sometimes are interchangeable. This exchangeability of quality and quantity was a problem for many philosophers dating back to the ancient Greeks. Numerous theories have ex-isted which have gone through evolutionary changes right up to the time of Ein-stein’s new theories in physics. The ancient Greeks thought, that matter has inher-ent qualities, like hardness or color. Atomic theory indicates that the atoms have no quality like hardness or color. Only structures of elements can get qualitative properties.

B. QUALITY VERSUS QUANTITY VERSUS SUBSTANCE

The above mentioned statements indicate that there are differences and commonal-ties between quality, quantity, and substance. Philosophers

• Substance and its quality are not easily separable because all substances have qualities. We are only able to detect substances by detecting their qualities.

In business we take a more practical approach to quality, although the same prob-lems exist among quality, quantity, and sense. Oftentimes, these issues are over-come by defining quality as "customer requirements" or as "fitness for purpose". Contrary to the "Great Ideas" where quality is a description of a substance, this definition is used to optimize the description of the quality in goods or services. Due to the fact that customers have different requirements/expectations about quality, its definition must be adapted to the environment where it is used.

Unlike simple and repeatable services, the selling of complicated products is unique and can not be standardized in most cases, since standardization is contrary to customer unique expectations that constitute a large part of the added value of the sales function. Performance evaluation has always been the most important cri-terion in sales. Performance is measured in profit, volume of sales, merchandise turnover, customer satisfaction, etc. which denotes the measurement of the results of the sales process. On the contrary, in manufacturing quality control exists in every phase of the manufacturing process since its purpose is to control each and all phases in order to guarantee good results at the end. This results to less scrap, less hidden quality problems, etc. It is required to acquire the necessary quality in order to be successful in today’s markets where everyone expects error free prod-ucts and long-term warrantees.

Nevertheless, these practices were utilized by organizations producing simple and repeatable services, rather than complicated ones, such as selling capital goods.

Some topics in this essay:
VERSUS SUBSTANCE, INDUSTRIES Service, SALES Unlike, SENSE Probably, QUALITY Quality, Management TQM, Contrary Ideas, Dr Deming, Greeks Numerous, War II, quality control, quality quantity, secondary quality, primary quality, control manufacturing, • quality, quality quantity related, qualities •, related sometimes, quantity related, quality control manufacturing, warm cold, simple repeatable services, quantity related sometimes, primary secondary quality,