The nonconformity of an item is expressed as the percent of nonconforming items. When each item can contain more than one defect, the nonconformity of an item is expressed as the number of non-conformities (defects) per 100 items.
Quality isn't something that can be argued into an article or promised into it. It must be put there. If it isn't put there, the finest sales talk in the world won't act as a substitute.