Using these 5 concepts from Guidelines for Evaluating a New Products Program; Explain the importance of each of them, and an example of a company that used or did not use said guideline and the result.

1. A basic market or technology study is made of each strategic arena before ideation begins, and that study is updated as needed during the projects life.

2. Use a quantitative scoring model for screening concepts prior to any substantial development expenditures.

3. Do user-based product use testing on every item developed, whether a good or a service. At least part of the testing is with typical potential users who are not our friends.

4. When marketing a new item, you must identified each potential problem that would be very damaging and that has a reasonable probability of coming about.

5. Use post launch tracking systems for guiding the product to success. That is, set up measuring systems to track each critical problem and gives early warning.