“Marketing mix” is one of the best known phrases in marketing. Elements of the mix--the “four Ps” of price, place, product and promotion--define tactics used to support a company's marketing and business strategies.
Having worked in both food manufacturing and publishing, it seems to me that the critical nature of product sales often translates into the marketing function being of higher profile than the R&D efforts. However, product development is integral to any initiative involving the four Ps. For example, R&D's adeptness at product formulation and scale-up will expand a company's range of options in the pricing, distribution and advertising of a food. Also, R&D adeptness increases with a better understanding of the marketplace.