While the technical developers are at work, marketing planners are making busy periodic scans(to keep up with changes outlhere) and making marketing decisions as early as they can be made-first strategic and then tactical ing decisions are completely inter with technical ones and involve package design brand name selection, and tentative marketing budgets disap- pointment down the line may junk the early package design, name, or whatever. But we have to pay that price; we can't wait for each step to be conclusive before going to the next one.