Provides focus and defines scope of business. Values are beliefs that guide behaviors. They reflect the personality and culture of an organization. Values are words, phrases or statements that clarify expected behaviors in order to help the organization make difficult decisions and fulfill its mission and vision. A statement describing what the organization aspires achieve in the future.
Products are tangible, i.e., have physical form.
Services, on the other hand, are intangible. Basically, products are WHAT you deliver, services are HOW you deliver them. Using the results of the market analysis and the study of the competition, the marketing plan identifies who your customers are and how you are going to manage your relationship with them. It also includes your promotional strategies. A plan that outlines all the resources required to accomplish the organization s mission and vision.