What is a formal written document outlining the goals, objectives, and strategies of a company?

The correct choice is the marketing plan, which serves as a comprehensive document that outlines a company's goals, objectives, and strategies specifically related to its marketing efforts. A marketing plan details how a business intends to attract and retain customers, outlining the target market, promotional strategies, pricing, and distribution methods. It is crucial for aligning marketing activities with the broader business objectives and ensuring that all marketing efforts are cohesive and strategic.

In this context, while options like business proposal and operational plan are significant in their own domains, they do not specifically focus on marketing. A business proposal is generally used to outline a specific project or business venture, often used to secure funding or partnerships. An operational plan, on the other hand, focuses on the internal processes necessary to run the business effectively, detailing staffing, production, and management tasks.

The strategic plan, although it encompasses a broader range of organizational goals and objectives and aligns with overall corporate strategy, is not exclusively about marketing. It addresses a company's overall direction and long-term goals without the specific emphasis on marketing initiatives that a marketing plan provides. Hence, identifying the marketing plan as the correct choice highlights its specialized role in guiding a company’s marketing strategies.