Linda Phillips, an engineering student, has designed an innovative piece of equipment to help the physically disabled to communicate. The equipment incorporates a system of electronic signals emitted with a slight turn of the head. She feels that this product could have commercial success if marketed to health-care organizations, but she has had no past experience in marketing management and does not know how to undertake the market planning and evaluation process. Acting as Ms. Phillips's marketing consultant, suggest a course of action to help her bring this innovative product to its market.