Confidence a supplier's product or service will fulfill its customers’ needs. This confidence is achieved by creating a relationship between the customer and supplier that ensures the product will be fit for use with minimal corrective action and inspection. According to Joseph M. Juran, nine primary activities are needed: 1) define product and program quality requirements; 2) evaluate alternative suppliers; 3) select suppliers; 4) conduct joint quality planning; 5) cooperate with the supplier during the execution of the contract; 6) obtain proof of conformance to requirements; 7) certify qualified suppliers; 8) conduct quality improvement programs as required; and 9) create and use supplier quality ratings.