Marketing is shifting from a focus on physical efficiency to adopting a marketing approach. The 4 Ps of marketing - product, price, place, and promotion - make up the marketing mix, which is a combination of controllable variables used to satisfy consumer needs. A good marketing plan analyzes the current market situation, identifies opportunities and issues, and develops a marketing strategy that includes targeting a market and determining the appropriate marketing mix. Benefits of a good marketing plan include higher returns and achieving business objectives.