Marketing mix
In devising the marketing strategy : the total marketing operation,  it is usually said that getting a competitive advantage should be considered importantly than any other factors. Thus, product and price is firstly determined because in the case they could be seen more related to the competitive advantage. In that case, decision-making about place and promotion is considered relatively later after determining the strategic position of the products by comparing rival products and then giving relative quality of products, price of products to the market. However, it is usual way of using marketing mix, and the relative importance of each mix can be different in many cases in terms of the situation of the market, the characteristic of the product, the characteristic of the company and so on. Thus, place or promotion can be the highest priority in any cases. In conclusion, marketing managers must pursue the most appropriate marketing mix with a bid to achieving competitive advantage using minimum effort.