In this section of your marketing plan you should distinguish between your core product—a good or a service—and supplementary services.

1. Develop an internal marketing program that will ensure that employees are prepared to deliver the core and supplementary services.
2. Conduct a customer contact audit and create a flowchart similar to Figure 12–7 to identify specific points of interaction with customers.
3. Describe marketing activities that will (a) address each of the four I's as they relate to your service and (b) encourage the development of relationships with your customers.

Add this as an appendix to your marketing plan and use the results in developing your marketing mix strategy.