What is a marketing plan primarily used for?

A marketing plan is primarily used as a guidebook for marketing activities. It outlines the strategies and tactics that an organization will employ to promote its products or services, identify target audiences, allocate resources, and set timelines for executing marketing campaigns. By serving as a comprehensive framework, it helps to ensure that all marketing efforts are aligned with the overall business objectives and that everyone involved understands their roles and responsibilities.

In contrast, while the other options may relate to marketing in some capacity, they do not capture the comprehensive role of a marketing plan. Financial forecasting focuses on budget and revenue projections, a sales strategy document would narrow its focus on sales techniques and customer interaction, and product development guidelines address the creation and improvement of products rather than the marketing efforts surrounding them. Thus, the marketing plan stands apart as the essential document that coordinates various marketing activities into a cohesive approach.