prioritizing the factors affecting the marketing and sales of new product in smes active in food biotechnology

rapidly changing customer needs and desires in market of food product a pproprait actions in relation to marketing and sales play an important role in identifying these needs and succeeding of new food products in stage of launch of product. this paper aims to prioritize the factors affecting the marketing and sales of the new product development process in small and medium-sized businesses active in the field of biotech food deals. the research is exploratory mixed type. in the qualitative interviews with dozens of experts in the field of new product development and food biotechnology in the quantitative 80 questionnaire distributed and 64 questionnair returned. the results represent a confirmation four elements of the marketing mix (price, product, place and promotion) of the marketing and sales of the new product development process to prioritize the importance of each of these factors and sub-factors of friedman test was used. test results showed that the price, product, promotion and distribution are important. finally, suggestions for future managers and researchers are presented.