The Conference Board offers several examples of plan formats in its excellent report on marketing planning.

28 Format and content depend on the size of the organization, managerial responsibility for planning, product and market scope, and ornery situational factors. An outline for a typical marketing plan is shown in Exhibit 1 -6.

A discussion of the major parts of the planning outline illustrates the nature and scope of the planning process. In our discussion the market target serves as the planning unit.