Marketing plans represent a very modest cost relative to the magnitude of the results of successful marketing operations. The necessity for good planning increases as the difficulty of marketing increases. There are numerous indications that the present trend toward higher costs of doing business and greater competition in each marketing area will increase rather than diminish. The marketing executive who has the foresight to see where he wants to go, the ability to determine the best way to get there, and who takes the trouble to write it all down in a marketing plan, is very likely to achieve the success in the market place he is seeking.