Marketing services go far beyond keyword research and website optimization. It can include everything from brand development, SEO consultation, telemarketing services, email marketing, white papers, publishing and more. A marketing plan doesn't create a path from point A to Point B; it takes a dynamic approach to identifying the influences on your demographic to then create a multi_channel marketing web that is specific to your brand, product or service.
I know that most new recruits are told to make that first list quickly and introduce everyone you know to the opportunity. This is the basic old school marketing plan for MLM and it is no longer practical. The problem is this sets the new recruits up to be rejected by people they actually care about, and continuous rejection usually results in the newbie quitting before they ever got very deep into the business.