Requirements Definitions for Product Development

Abstract

According to the new definition in business administration theory, “marketing” is understood to be the act of gearing all company functions toward market demands (see Backhaus,Investitionsgütermarketing 1993, p. 1936 and Meffert, Konsumgütermarketing 1993, p. 2242). According to E. Gutenberg, the tools to be used to this end include sales techniques, pricing policies, advertising and product design (see Gutenberg, Der Absatz 1984, p. 11). A closer analysis reveals that the product itself is the point of reference for these activities, at least with respect to pricing policies, advertising and product design. Thus, it would appear to be justifiable to treat marketing as an element of the product development process. Moreover, new demands such as environmentally-oriented marketing are becoming part of the product development process, as well.