 The dual process approach The dual process approach basically requires engineers who can think like marketers marketers who understand technology as both possesses are required to complement each other both processes are any marketing or marketing and sales or production both are required and both have to go simultaneously and both's co-existence and both's equal importance will basically impact the entrepreneurial success so such people will need who know engineering and production process and who have the same marketing and the integrity of the marketing because if you have engineering knowledge, production knowledge and production process, technology is updated but you don't know marketing or sales so this can be a lacking factor where you will not appreciate marketing and sales team's efforts and their feedback or their importance will not be understood on the other extreme, if you are a marketer only and you don't know anything about the engineering and technological process of the product which is in focus if you are looking for customer requirements or customer requirements but is the requirement technologically or your capacity through engineering capacity can it be easily fulfilled or you won't be able to understand how such a team will have to develop such people will have to train the sizeable or reasonable knowledge so if new product development team and customer development team work together well they can open the market by identifying the most promising segment if they become jealous and with a lot of coordination they can find such customer segments where you can introduce and sell the product and increase the segment because there are different sides they will complement each other so this will result in sales and profits for company development and that's what is required end of the day we want to see the firm we want to see the company successful and has developed itself into the market with a reasonable footing with a reasonable customer size with a reasonable sales volume and earning profit rather than using regular marketing techniques successful firms can run several market experiments to introduce prototypes in a variety of market segments to make assumptions or prepositions regarding the product to test it in the initial segment and ultimately you have developed the prototype which is close to the final product and final shape which you may be using in the market so the same prototype can be used and can be given to the various market segments adding an initial segment in many segments can be used and then can be used for feedback so the feedback and the market knowledge can be used and it will be more useful in the product development the market at large and the market at large needs can be incorporated in the final product and final shape so the regular marketing techniques can be removed but that is what is required for the entrepreneurial marketing especially when a radically new product is to touch the market space so it can validate assumptions that the entrepreneur had while coming up with the new product concept so the assumptions in the entrepreneur's mind will increase and you will get new ideas and new feedback which will supplement your final product development