ABSTRACT
This chapter discusses the idea of a simple one-page plan to guide marketing and sales activities and identifies the three core elements of the plan: build customer value, market presence, and customer relationships. It examines the relationship between the core elements and the marketing mix: promotion, product, place, and price. A marketing and sales plan identifies the goals, market strategy, and marketing and sales tactics that will be used to approach the market. A marketer has at least four instruments to launch a new product and manage it over its life cycle. These are: product, price, place, and promotion. Product design is an important source of sustainable advantage. Customers determine the value of a product by focusing on its salient attributes. The pricing strategy for a new product should be developed to achieve the desired impact on the market while discouraging competition; it should be closely intertwined with pricing itself.
