Generally a marketing plan goes into more detail and depth about sales and marketing planning, offers additional strategy detail and market analysis, and does the market analysis, expense budget, sales forecast, and milestones tables. A business plan, on the other hand, covers the whole business. Business plans include marketing and market analysis, and they also cover cash flow, financing, etc. One immediate distinguishing point: a business plan gives you real cash flow analysis and insight, plus balance sheet and ratios. A marketing plan doesn't. If you need to deal with the whole business, you might want both, but when in doubt, try the business plan first. Lots of people in marketing aren't responsible for cash flow, just sales and expenses. They don't want to deal with the full financials. If you are responsible for the whole business, you want the business plan first. If you don't manage cash flow or financials at all, you want marketing plan first. A marketing plan and a business plan have some of the same topics and some of the same spreadsheet structures, and information should transfer easily from one to the other. For example, your sales forecast, sales and marketing expenses, market analysis, and mission statement can transfer from one to the other. After all, you do want to synchronize that information.
See also Marketing Plan versus Business Plan in your textbook page 66-83
Sample Marketing Plan
1.0 Executive Summary
Mobile News Games LLC (MNG) develops mobile games relating to current news events. This marketing plan illustrates our market segments and the strategies we are employing to get customers and create a solid revenue stream. We are not just any mobile game developer. Our unique focus of creating games with a news twist gives us an advantage over our competitors by giving customers a new outlet to enjoy mobile games. This fills a read need of not just traditional gamers but expands our reach to people who would normally not...