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The marketing mix is the combination of elements necessary to the planning and execution of the total
marketing operation. The total marketing operation mainly consists of three processes : Analyzing the
situation of companies, STP, Marketing mix. Marketing managers first analyzes the situation of the
company and then conduct STP : Segmentation, Targeting, Positioning. In STP, they segment the
market, choose the target market in which the company can have competitive advantages and determine
what is to be their products' position in the market, and then they design the marketing mix. In the
process, marketing managers should design an internally consistent and mutually supportive marketing
mix.

It was specifically divided into the 4Ps : Product, Place, Price and Promotion by E.Jerome McCarthy in
1960, and from then it has been dealt with various variables. These variables include not only goods and
services but usage, value, image and so on

futher we need to study what excatly s.t.p means

S means segmentation
T means targeting
P means poistioning

Segmentation, targeting, and positioning together comprise a three stage process. We first (1)
determine which kinds of customers exist, then (2) select which ones we are best off trying to serve and,
finally, (3) implement our segmentation by optimizing our products/services for that segment and
communicating that we have made the choice to distinguish ourselves that way

|
 
| |

|   to attract customer by introducing 7ps as tools so that customer are served
in a better way; and to hold customer and to make them brand loyal

  
 it anables to use resources in better ways by knowing the excat needs of
customer their wants and focusing their attention to that part or by a proper blend of policy

|| means accuracy

it provides percision to the study of marketing ,it helps in understanding its important task

 

 it is an effective tool for solving the problems .it keeps the marketing a

||
| 
| |  it lies in the mix or blend . the components of marketing mix
are individual important but their significance lies in the mix



||  | applicable to buisness as well as non buisness organisation

such as club colleges

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    )# 

A life cycle approach can help us make choices. It implies that everyone in the whole chain of a product's life cycle, from cradle to
grave, has a responsibility and a role to play, taking into account all the relevant impacts on the economy, the environment and the
society.

The impacts of all life cycle stages need to be considered comprehensively by the citizens, the companies and the governments,
when they make decisions on consumption and production patterns, policies and management strategies.

A life cycle approach enables product designers, service providers, government agents and individuals to make choices for the
longer term and with consideration of all environmental media. Life cycle approaches avoid shifting problems from one life cycle
stage to another, from one geographic area to another and from one environmental medium (for example air quality) to another (for
example water or land).

Many decisions in practice are already based on the life cycle approach, for instance...

˜˜˜
 
  
 via ecolabels, or company reports on environmental and social issues.

˜˜˜      

  
 via Life Cycle Assessments studies, Design for Environment, Total Cost of
Ownership calculations, or management systems that are orientated toward products or facilities.

˜˜˜  
   by involving a wide range of stakeholders (e.g. via Product Panels) or through Integrated Product
Policy (IPP) approaches.

All in all, life cycle approaches can bring several benefits:

 

y integrating the life cycle perspective in overall management and bringing product and process development in a more
sustainable direction, the organisation can harvest the benefits of environmental, occupational health and safety, risk and quality
management, as well as developing and applying cleaner process and product options. Incorporating life cycle and sustainability
management will improve image and brand value for both world market players as well as smaller suppliers and producers.

  

Governmental initiatives will not only secure and strengthen the position of the industrial and service sectors in regional
and global markets, but also ensure overall environmental benefits to society (balanced with economic and social aspects). y
engaging in supportive programmes and initiatives tç promote the implementation of life-cycle approaches, governments can show
global responsibility and governance by sharing and disseminating sustainability options world- wide.

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Life cycle approaches will help point consumption in a more sustainable direction by offering better information for
purchasing, transport systems, energy sources, to guide consumers. It offers a platform for multi-stakeholder dialogue and public
involvement with industries and governments, going from local agenda to national and international strategies for sustainable
development.



    
  
 


 



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Product Positioning and Product

Product Positioning and Product Differentiation are central themes in the Differentiation are central themes in the
Marketing strategy of a firm .
When the firm is through with the
When the firm is through with the positioning and differentiation strategy for a positioning and differentiation strategy for a given
product it completes one significant given product it completes one significant part of marketing strategy formulation for
part of marketing strategy formulation for the product .
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