Marketing is responsible for determining the key characteristics which determine the quality of the product or service in the eyes of the customers. This may involve use of market research techniques data gathering and analysis of customers complaints. Marketing should consider the followings information :

1. Characteristics of performance and reliability these

2. Aesthetic characteristics such as style color

3. Any obligatory regulations standards or legal stipulation which some nature of product or service.

Followings table shows some marketing activities and their related quality activities.