Academic Insight: The Purpose of a Marketing PlanAs a business, an organization's future is described by its vision and goals. According to the U.S. Small Business Administration (no year given), “In order to successfully grow your business, you will need to attract and then work to retain a large base of satisfied customers” (para. 1). Often an organization has the best intentions of winning customers, but that is only half the battle. Retaining customers is just as important, if not more, than winning them. In order to gain and retain customers, organizations must maintain high quality service and cross-sell products and services (Fleischner, 2014). According to Solomon, Marshall, and Stuart (2011), “marketing is a fundamental part of our lives both as consumers and as business participants” (p. 7). A marketing plan is not a complicated task if the proper template is used and the task is approached thoroughly. Kokemiller (2013) identified the following: A marketing plan is a document developed by company leadership and provides a guide for the marketing department to implement the necessary steps to align with the stated marketing goals and strategies . Typically, companies develop a marketing plan every few years, but revise it periodically for adjustments or opportunities based on company strategy” (para. 3). A marketing plan Alternative marketing models are described as well as a life cycle analysis tool to help select a development strategy. is demonstrated by a well-developed marketing plan can and will increase customer visibility and generate revenue (Fleischner, 2014). Components of a brand...... middle of paper ...... the unique positioning of the customer, the customer is in a much better position to effectively promote and sell their product or service. “By establishing goals for the marketing campaign, the client can better understand whether or not their efforts are generating results through continuous review and evaluation of the results” (10 Key Elements of a Marketing Plan). Finally, a marketing plan is important for the client. because it provides visual timelines. It serves as a road map for where they want to go. A marketing plan also serves as a “thermostat” to see what has been done and succeeded, as well as what has not worked and should not be done again. As Luke (2013) states: “This is rarely feasible and will be counterproductive to your overall marketing success” (p. 20). Organizations must not only set goals, but also strive to meet and exceed goals..