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Marketingm - 2 Must indicate the nature and directions of...

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Marketing Proposition : Formal statement expressing the basis of a controversy. Three types of propositions 1. Proposition of fact: asserts the existence of something 2. Proposition of value: asserts the worth of something 3. Proposition of policy: asserts a cause of action Four standards for wording a proposition 1. Must indicate a change for the present system
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Unformatted text preview: 2. Must indicate the nature and directions of the change desired 3. Must contain only one central idea 4. Should be phrased in neutral terminology Presumption : Built in advantage in opposing change Burdon of proof : obligation of these advocating changes to provide sufficient evidence and argument to overcome presumption...
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