Business Plan Project Workbook

Chapter 8: Marketing Plan

Chapter Summaries

The marketing plan explains how a company plans to market, promote, and sell its products or services. The primary elements of the marketing plan are often called the marketing mix, or the four Ps of marketing. The four Ps are product, place (distribution), price, and promotion. An integrated marketing plan uses these four elements in a complementary way. Each piece must fit together to form a clear picture. This part of the business plan explains how the four Ps communicate the desired message to the target market.