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DISCUSSION - ('♦VmUj taken by T. Riehl) 



To develop relent naw products. R & and Marketing Initially proceed on 

 separate pathways.^^ & t dtvelops new technology based on both perceived and 

 Identified consuner n^s. Karketing, on the other hand, conducts appropriate 

 market research to identl^ opftortunltles In the marketplace. When a 

 potential opportunity Is Idelft^lfled, the required technology Is married to the 

 product need. ^l- 



<Qur1ng Initial stages of develop(nent,^^oduct and concept are tested 

 se^rately. If both show pronlse, pro(fd^t and concept are then combined In 

 one ofseveral total offering tests. AftePone or aore In market tests, 

 ranging ^/p« micro-markets to full scale test fparkets, the offering 1$ 

 Introduce^,-, Ox 



The new product ^elopment process Is managed by freq^nt distractions 

 between NarkttlRg aK^ h personnel, the process Is ooft^red by regular and 

 frequent reviews ky upm management. ^ 





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