Engineering is responsible for finding practical ways to design new products and new production processes. Engineers are interested in achieving technical quality, cost economy, and manufacturing simplicity. They come into conflict with marketing executives when the latter want several models produced, often with product features requiring custom rather than standard components. Engineers see marketers as wanting "bells and whistles" on the products rather than intrinsic quality. They often think of marketing people as inept technically, as continually changing priorities, and as not fully credible or trustworthy. These problems are less pronounced in companies where marketing executives have engineering backgrounds and can communicate effectively with engineers.17
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