Explanation should include

• a definition of the term marketing plan
• components of a marketing plan
• executive summary
• situation analysis
• objectives
• marketing strategies
• marketing budget
• implementation
• evaluation
• control
• appendix (if needed)
• the concept that the function of a marketing plan within the business plan is to outline how to attract and retain customers and sell them a product or service
• details about the contributions marketing can make to the success of the business.

Process/Skill Questions:

• How does a marketing plan relate to the marketing concept for the business?
• Which comes first: the business plan or the marketing plan? Explain.
• How often should a business update its marketing plan?
• How can a small business benefit from writing a marketing plan?
• What are the key components of a marketing plan? Why is each important?
• Why is conducting a SWOT (strengths, weaknesses, opportunities, and threats) analysis important for the writing of the marketing plan?
• Why is a marketing budget important for the success of the marketing plan?
• How does a marketing plan help attract a target audience?
• Why is it important for a marketing plan to align with the overall business plan goals?