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.
Pricing _ I once said in my Marketing Plan Breakthrough S6PEC that, "Price is the key determinants of your profits". I stand firm to keep it that way. In your marketing plan, you will address pricing plan for your distributors, customers, multiple segments (some business charge differently _ price discrimination) and cost price i.e. your raw materials and things like that. Not many address price correctly and bear in my mind that we need to standby few pricing plan to respond to the market. Take for example during festive season, if everyone is lowering price and slashed their price or even ignited a price war, what do you do about that? Follow suit or wait? If you want to follow, how far? If you want to wait, how long? You capture all this in pricing plan.