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The marketing department introduces products to the consumer, and creates strategic messaging that elevates appeal and ultimately drives sales. The feedback and response from consumers is measured by the marketing team on a variety of levels. Advertising is one means of seeing what performs and what does not perform. Marketers will note trends and demand in their specific markets. This plays into new product development, because the marketing team can work with product developers to create products based on that demand. It's the role of marketing management to make this connection, and to find an efficient way to communicate response from the marketing department to the product development team. That input should influence how the product development team approaches and designs its new line of products. Essentially, the team is able to design based on real market feedback and on competitor analysis.