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.
Marketing Mix: one of the key points of the marketing plan is the design of medium and long_term approach of the 4 Ps (price, place, product, promotion). Action Program: on this section all the actions to be performed are gathered with specific information, timetables and responsibilities among the personnel. Provisional Income Statement: the plan must include an income statement with any inputs for which the marketing department is responsible for.