Planning for Action (both stages) a) Solution-finding: *use this stage to develop meaningful criteria by which to evaluate and select from among potential solution(s) generated in Idea-finding b) Acceptance-finding *use this stage to develop and assign responsibility for a plan of action *MUST include an implementation plan that addresses the target market and four Ps of Marketing, i.e., product, promotion, price (to include rationale, breakeven point, etc.), place (distribution)