Marketing planning spawns from the marketing mix (4 Ps, or 7 Ps for services). Ethical considerations need to be examined as well as the objectives of the organization. Big picture strategies, such as determining markets segments, consumer profiles and target markets help a business develop its marketing mix. Positioning strategy is essential in the development of a unique selling point (USP), which can be found through perception mapping. Differentiation is critical to meeting the marketing and overall objectives of the business.