While the technical developers are at work, marketing planners are making busy periodic scans(to keep up with changes out there) 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.