They are unable to define what they mean by it. There are two definitions of quality that are critical to managers. Here, quality means the features of the product that make customers willing to buy your product instead of a competitor's. High quality under this definition means more products sold and thus more income for your company. If the trouble occurs in your organization, it costs only you.
Many managers debate whether higher quality costs more or less.
But too often they literally do not know what the other person is talking about because one of them is thinking of the first definition of quality and the other of the second. As a result, they are going to reach different conclusions. There are enormous differences in the methods needed to improve the two kinds of quality. Where improvements are geared to developing new features and new products, the method is already well structured in most companies. Often there is a committee that oversees the funding of new products.