What does a marketing plan serve as?

A marketing plan serves as a guidebook for the marketing manager's activities by outlining the strategies, objectives, and tactics to be used in promoting products or services. It provides a structured approach to achieve marketing goals, facilitates effective allocation of resources, and helps in tracking progress against objectives. The marketing plan typically includes market research, target audience identification, competitive analysis, and specific action plans for marketing campaigns, which are crucial for informing decisions and optimizing efforts within the marketing department.

The other options, while relevant in different contexts, do not align with the purpose of a marketing plan. For instance, a budget plan relates specifically to financial management rather than marketing strategies. A detailed plan for production processes focuses on operational aspects rather than marketing activities. Lastly, a training manual for new employees aims to onboard staff effectively, which is not the primary intention of a marketing plan.