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The purpose of the Marketing Plan is to identify and create competitive advantage. Marketing planning is the real form of the company to provide a strategic response to a changing global competition pattern consisting of: business size adjustments, changes in product and market scope, creation of new networking relationships with other organizations.

The results of marketing planning focus on the consumer. This can lead to competitive advantage through lower prices than competitors for the same benefits or uniqueness of benefits that can cover a high price.

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