In this chapter the author feels more comfortable; however, it is the less familiar to the reader. A big effort may be done in order to explain technology in simple words and show the excellent commercial qualities of the investment, service and procedure. 

This chapter may answer to the questions referred to what is the product or service and why "everybody would like to buy it". In marketing terms products can be divided in: 

• Those demanded by the market: these are products elaborated from a non-satisfied need. It is the result of a marketing effort made by the company and it involve the comprehension of consumer problems. Information about their needs, complaints and other aspects is analyzed by sales personnel. Market researchers will complete both general and specific information. 
  
• Those introduced in the market in order to promote the product:  these products are created from an invention or a development to which an application may be found. Normally, they are created as a result of a work of the research department of a company (innovation in the process). They can also come from the extension or development of an existing range of products that can have an utility in a totally new sector. Once the need has been analyzed, the product which may solve these problems must be specified and, afterwards the development can start.         

Both types can be successful but experience shows that the first kind has more possibilities than the second one. The creation of a product is often the result to mix both approaches. 

Firstly, the main point of this section is the need to assign a single but excellent commercial quality to a new product. Some of these qualities can be: 

• Lower price
• Better quality 
• More duration 
• Greater speed of operation
• Fast maintenance 
• Large assistance service
• Smaller size          

Secondly, the product significance for the customers, in monetary terms, may be explained. The new product may be compared with the competitor ones, and they may be analyzed from the customers' point of view: final utility in the market's supplied, commercial qualities, disadvantages and weak spots, prices, etc. This study is useful to have a clearer view of the product's differences and disadvantages in the framework of its potential market. 

If innovation is made through a technical or R&D department, normally customers are analyzed by an internal department (e.g. making, production or finish departments). R&D department may disclose commercial qualities to the public even though improvements may be presented in a different way. For example, a productivity improvement could not involve the replacement of expensive machinery. Other possibilities could be to offer warrants, reduce stocks. Whichever the improvements are, R&D department continues having the task to convince customers. 

Other results of the plan can be carried out by the marketing department and they can be included in the business plan. 

The product may be solid in a concrete marketing strategy, which is planned based on the "four P": product, price, position and point of sale (mixed marketing). It is unthinkable that an industrial product could be sold through a retail distribution channel for domestic market (e.g. supermarkets). A product in the top part of the range can not be introduced in the market with a certain price because the company position could be weakened. 

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