Term Paper: Marketing Plan

Pages: 10 (4723 words)  ·  Bibliography Sources: 1+  ·  Level: College Senior  ·  Topic: Business  ·  Buy This Paper

SAMPLE EXCERPT:

[. . .] The conventional thinking methods are being changed according to the needs of today's world, and the modern day leader of today needs to keep pace with the quick paced and at times discontinuous changes taking place on an everyday basis within the organization. The skills of the entire creative group are honed by this method of thinking. The team that is involved in the writing of the marketing plan is encouraged for their creative and innovation skills, and their capacity for taking risks. The lateral team leader starts off by initiating lateral thinking himself, so that the others below him may follow.

Paul Sloane, the leader in Marketing development skills and an innovator of lateral thinking techniques, is of the opinion that an individual who is able to use the method of lateral thinking for the benefit of his company will eventually be an innovative leader who will be able to build up a team of highly inspired employees who will through the process of lateral thinking be able to find the creativity within themselves and make good use of it in order to generate profit for the company. When an individual desires to learn the process of lateral thinking, he can start with trying to solve the lateral thinking puzzles that have been created by Paul Sloane. These are puzzles that can have more than one solution to the given problem, and the puzzle is a progression of clues and pieces of information that can be fitted together in many different ways to solve the puzzle.

The user learns to use his creative thinking to try and solve the puzzle. One example is the puzzle of the man in the elevator. This man lives on the tenth floor of an apartment building and takes an elevator to go down to the ground floor when he wants to shop or go for work, etc. when he returns, however, despite the fact that he hates to walk, he gets off at the seventh floor, and walks up the rest of the way. Why would he do such a thing? This is one of the better-known lateral thinking puzzles, and there can be many solutions indeed for such a simple mystery. The most popular and satisfying solution is that the man is a dwarf!

Another innovative way of thinking and planning is the 'critical thinking' method. Critical thinking is the identification and the assessment of all the evidence needed in order to make a proper decision. The critical analyses the evidence available in a thorough and complete manner and presents his thinking extremely clearly and precisely. These are the inherent traits of a critical thinker. This person is also a bright and creative and innovative and receptive to external stimulation and ideas.

Critical thinking is also known as 'informal logic' in some cases. If 'logic' can be defined as the process of drawing inferences from a set of subjects, then logic has in fact been in existence as far back as the Neanderthals. If logic were to be defined as the assessment and analysis of the different concepts that are used in order to derive inferences from, then it has been in existence as far back as from the time of Aristotle. It was towards the end of the nineteenth century that mathematicians started to revive interest in logic when they wanted to find a link between logical reasoning and mathematical concepts. This led to the division of the concept of logic into two, one being the symbolic or formal logic, and the other being the informal logic or what is popularly known as critical thinking.

In logical thinking, the emphasis is on the exact and precise representation of facts through symbols, and the study of these symbols is based on a linking between the various concepts. In critical thinking, the emphasis is on the use of logical ideas and concepts to everyday thinking in real life. Symbolic logic can also be used in these interpretations, but this is not very often done; it is only used in cases where pictorial representations would help in solving the problem. Informal logic or critical thinking, on the other hand, uses the concept of reasoning power to discover the truth. In other words, this means that the truth can be inferred in the inferences that can be reached when critical thinking is applied. This means that one or more statements can be made from the inferences from one single true statement. When a person wants and desires to learn the truth, then he can use the concept of logical reasoning and arrive at one point at the truth, as we know it.

Thus truth can be defined as the basic principle that makes our lives worth living. The truth gives a person a basic control over his own destiny, and it is something that he can grasp onto when he is feeling confused. Most people in their day-to-day real lives and daily activities tend to speak a large amount of truth, and a large number of statements are made based on this truth. Sometimes, people make certain statements that are a plea to make others notice the statement and get them to accept it as the truth. This sort of mixing up is called the 'peddling of truth', and those who have been targeted for these peddled truths are known as the 'consumers of the statement'. The context in which this statement has been made and the context in which the customer accepts it is referred to as the 'context of persuasion' or the 'propositional marketplace'. In simple terms, the entire peddled statement episode can be described thus: when someone wants somebody to believe in something that the original person is trying to say, someone being the peddler of the truth, the something being the peddled statement, and somebody is the consumer of the statement.

This sort of logic is used in making a marketing plan in a professional manner, where the writer of the plan makes the peddling statement, and the consumer to whom the person is trying to sell his product or service consumes the statement. The success of the peddling statement that has been made by the critical thinker depends on the ways and means in which he is able to apply pressures of persuasion on to himself in such a manner that his internal thinking is also influenced by this external thinking. For example, when a person thinks about the presentation that he has to make on a particular Friday, related thoughts automatically creep into his mind, like the fact that he has not prepared well for it, or that he has toad on a few more facts to it, and so on. There are numerous ways in which a peddler peddles his statements, though not all may be true.

The question that arises at this juncture is whether the consumer would believe that the peddled statement is true and therefore believes the peddler, or would the consumer not fall for the peddled statement just because he recognizes it as not being true. The answer is yes, the consumer would buy it even if it were not true, if, for one, the peddler is able to show that it is true in comparison to other statements that the consumer knows as being the truth, and also if the peddler shows that the statement could probably be true. There are two types of peddlers, political and philosophical. The philosophical peddler takes up the job of making the consumer to agree to the statement by showing him the truth of the same statement.

The type of peddler who just wants the consumer to agree to his statement, whether it is true or not, is the political peddler, and this is the sort of peddler who enjoys power and control, unlike the philosophical one who is most agreeable and would like the satisfaction of the consumer more than his own sense of power. A collection of statements is called an 'argument', and the statements made in support of the other statements are called 'premises' and the statement that is being supported is the 'conclusion'. When a peddler is presenting his statements, he is also at the same time trying to prove the truthfulness of it and this is called 'justification'. These form the main phases of critical thinking and the manner in which a marketing plan can be stated from start to finish.

When alternative thinking is desired the concept of 'counterfactuals' must be understood. This means that these are actually thoughts that offer alternatives to something that has already had a particular outcome, and this is an alternative to it. Counterfactual thinking is seen in the often made statement: 'if only I had done it this way ant that'. The 'if' here denotes a 'conditional proposition' and what may have been, and counterfactual statements… [END OF PREVIEW]

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