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is the stage in the
process which follows
idea (or concept) generation
. It often involves use of scoring models, checklists, or personal judgments and is based on information from experience and
. Considerations include strengths versus weaknesses, the company's mission, market trends, and the
return on investment
also calls for judgments that predict the organization's ability to make the item and its ability to market the item successfully. It culminates in directions to guide technical personnel in their concept developmental efforts.
American Marketing Association.
Dictionary of Marketing Communications.
Sage Publications (2004).
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