Product

"So far, for many new-product concepts, the product may have existed only as a word description, a drawing, or perhaps a crude mock-up. If the product concept passes the business test, it moves into product development. Here, R&D or engineering develops the product concept into a physical product. The product development step, however, now calls for a large jump in investment. It will show whether the product idea can be turned into a workable product." (Armstrong & Kotler (2011) Marketing: An Introduction pg. 251). After we get it into a workable product it will go through many taste tests to make sure that it has that velvety taste to it with a hint of pomegranates to it. "If the product passes concept and product tests, the next step is test marketing, the stage at which the product and marketing program are introduced into realistic market settings. Test marketing gives the marketer experience with marketing the product before going to the great expense of full introduction. It lets the company test the product and its entire marketing program—targeting and positioning strategy, advertising, distribution, pricing, branding and packaging, and budget levels." (Armstrong & Kotler (2011) Marketing: An Introduction pg. 252).