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Locke argues that in the search for truth we must beware the pitfalls of "enthusiasm" (passion or emotion) and always follow the lead of reason. Reason, he says, is a God-given faculty that demands we not entertain any proposition with greater assurance than is warranted by the evidence. We should not believe anything that reason does not support (although some mysteries such as immortality are beyond our understanding). Even revelation (immediate communication of some sort from God) must be corroborated by reason; otherwise, we cannot be sure that a revelation is genuine. A prime disrupter of the workings of reason is enthusiasm, which arises "from the conceits of a warmed or over-weening brain." Through enthusiasm we can fall prey to wishful thinking, overwrought imagination (especially the religious kind), and groundless feelings of certainty. "Reason," says Locke, "must be our last judge and guide in every thing."
-Locke thinks that believing a proposition to be true makes it true.
Measure
A method or tool used to quantify or assess a variable or condition.
Value
Refers to the importance or worth that a product or service has in the eyes of the consumer, often influencing their purchasing decisions.
Marketing Mix
Refers to the set of actions, or tactics, that a company uses to promote its brand or product in the market, typically encapsulated by the four Ps: Product, Price, Place, and Promotion.
Place Element
Aspects of marketing that focus on the distribution and availability of a product or service to the target consumer.
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