Idea Generation Is the Stage in the New-Product Development Process

Idea generation is the stage in the new-product development process in which

A) it is determined if the idea fits into the company's marketing strategy and should be developed.
B) prototypes are developed to test new product ideas.
C) the company determines the direction it will take in developing new products.
D) a collection of product concepts is generated for determining potentially viable new products.
E) ideas are test-marketed with consumers to determine if they should be developed further.