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Essay text:
They are: purpose, target customer, benefits of the product or service, positioning, marketing tactics and marketing budget.
The marketing plan's purpose may seem apparent, but by putting it up front and in writing, the business will stay focused on its intent. Many businesses think their marketing plan is about increased exposure, getting press, writing cool ads, and the like. These are not purposes, they are devices. The end result of any of these is to increase profits.
There are two major instruments to the marketing plan. They are: how your enterprise will address the competitive marketplace and how you will put into practice and look after your day to day operations...
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