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A useful, quality marketing plan: Reflects a firm's decisions on where to play and not to play Communicates more to external audiences than internal audiences Excludes the financial goals of thebusiness Should not contain detailed tactics that may cause controversy in the organization

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A useful, quality marketing plan:

Reflects a firm's decisions on where to play and not to play

Communicates more to external audiences than internal audiences

Excludes the financial goals of thebusiness

Should not contain detailed tactics that may cause controversy in the organization