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PROSES PENGEMBANGAN PRODUK BARU, * PROSES PENGEMBANGAN PRODUK BARU TAHAPAN-TAHAPAN UTAMA PENGEMBANGAN PRODUK BARU (Urban, 1993) Opportunity Identification Market definition Idea generation Design Customer needs Sales forecasting Product positioning Engineering Marketing mix Testing Advertising and product testing Pretest and prelaunch forecasting Test marketing Introduction Launch planning Tracking the launch Life Cycle Management Market response analysis Competetive monitoring and defense Innovation at maturity Go No Go N