Which of the following is NOT a purpose of a marketing plan?

The purpose of a marketing plan encompasses various strategic elements that guide the marketing efforts of an organization. Defining the marketing budget is an essential component of the plan; however, it is not the sole focus or purpose of a marketing plan itself.

A marketing plan serves mainly to articulate the overall direction of marketing activities, including identifying the target market, understanding the competitive landscape, and crafting a strategy to effectively reach and engage that market. This includes a thorough analysis of the organization's current situation, which helps in setting realistic goals and expectations. It provides a foundation for assessing opportunities and threats, helping to align marketing strategies with the broader business objectives.

Additionally, a marketing plan outlines specific actions to be taken to achieve marketing goals, consisting of tactics such as promotions, advertising strategies, and distribution methods. Identifying needed resources ensures that the organization is well-equipped to execute the plan effectively.

In contrast, while defining the marketing budget is indeed a practical aspect of the process, it falls under the tactical implementation of the overall strategy rather than being a fundamental purpose of the marketing plan itself. Therefore, while budgeting is crucial for effective campaign execution, it does not encapsulate the comprehensive aims of a marketing plan.