What is a company's plan that identifies how it will use marketing to achieve its goals called?

The term that describes a company's plan for using marketing to achieve its goals is known as a marketing strategy. This encompasses a comprehensive framework that outlines how a business intends to reach its target audience, differentiate itself from competitors, and ultimately drive sales and brand loyalty. A marketing strategy includes elements such as the identification of target markets, messaging, channels of distribution, pricing strategies, and the allocation of resources for various marketing activities.

Having a well-defined marketing strategy is crucial for aligning all marketing efforts with the overall objectives of the company. It allows businesses to strategically position their products or services in the marketplace and leverage marketing tactics to meet specific goals, such as increasing market share or launching a new product.

Other options, while related to marketing, focus on different aspects: market analysis pertains to the study of market conditions and competitive positioning; the advertising plan outlines specific advertising efforts and initiatives; and the sales forecast projects future sales volume based on various factors. However, none of these alternatives provide the overarching framework that a marketing strategy does.