Guide _ in a marketing you will think, record and document all your ideas, products and services offering, price, distribution channel, programs, sales direction, customer segment and so on. I have experienced whereby I suddenly realized that my business is not going on the right direction because I didn't follow my marketing plan. Have you experienced that? Or perhaps you suddenly realized that the thing you do know supposed to be done many months ago because you forgot about it? And you forgot because you don't jot it down and plan for it? This is what I mean that marketing plan as a guide. I cover this in my Marketing Plan Breakthrough S6PEC.
Monitoring and Control: the purpose of this section is to make sure that all 9 sections are followed and the proposed objectives are being achieved. Apart from these 10 sections a marketing plan in order to be successful it needs to have 3 characteristics. The plan must be flexible, because the business environment is changing rapidly and the plan needs to be able to adapt in order to achieve the objectives that have been set.