A good marketing plan for a small business outlines your companies marketing goals, identifies your business’ competition, and provides a blueprint on how you will accomplish your company’s marketing goals. Marketing plans also outline your marketing budget, your company’s sales channels and product positioning.
In order to write a good marketing plan, you must conduct effective market research. Market Research will help you identify who your customers are and where to locate them. Further, market research helps you identify the strength and weaknesses of your product in the marketplace. Finally, effective market research provides information on your competition in the marketplace and helps you formulate the best strategy to reach your customers.
There are many software products that will help you create a marketing plan and a business plan. Most of these products can be found online or at your local retailer. Business plan software often has sample business and marketing plans, as well as information on how to conduct market research and a business plan template.
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PaloAlto publishes an excellent business plan software, as well as marketing plan software. Each of these software packages helps users create a business plan or marketing plan.
http://www.paloalto.com/business_plan_software/
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When writing the business plan, the Marketing Plan section explains how you're going to get your customers to buy your products and/or services. The marketing plan, then, will include following sections to make it effective:

· Products and/or Services and your Unique Selling Proposition
· Pricing Strategy
· Sales/Distribution Plan
· Advertising and Promotions Plan

Source: http://www.the-business-plan.com/create-marketing-plan.html

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