"Quality" as applied to products or services has come to be generally accepted as meaning "meeting or exceeding the expectations of the producer's/provider's customers." Those who so define quality often incorrectly assume that the customers and the consumers are the same persons or organizations. This is frequently not the case--for example, where the supplier sells a product to retailers who sells it to others who may purchase the product either for their own use or as gifts for others. In such cases, most would agree that where the consumers and customers are different, quality should be more concerned with the consumers' expectations than the customers'. However, the expectations of customers who are not consumers are relevant. Therefore, total quality management should also take their expectations into account, but not theirs alone. Originally, it was only the users of the end products produced or services provided that were considered to be consumers. Increasingly, however, internal consumers of internally provided goods and services are also being taken into account. For example, the "miracle" produced by Jan Calzon at SAS is attributed to his making all employees of the airline aware of the fact that they had consumers of their outputs, and that they were responsible for meeting or exceeding their consumers' expectations. (Note that internal consumers are seldom customers.) The concept "consumer" has been enlarged over time and, as it has, the field on which quality has focused has certainly become larger. It has become increasingly "total," but in most cases not total enough. Total quality should apply to all those who are affected by what an organization does, all its stakeholders. This means meeting the expectations of an organization's suppliers, employees, consultants, and advisers, wholesalers, retailers, stockholders, bondholders, bankers, debtors, and so on. Only when it meets all these requirements does it deserve to be called a quality organization, as distinct from a producer/ provider of a quality product/service. The objective of Total Quality Manage