Abstract
The Marketing Mix is the framework that can be used in developing strategies for marketing. It is a combination of four major tools, known as the 4p?s: Product, Price, Place and Promotion. Faced with a wide choice of product features, prices, distribution methods and promotional messages, the marketer must select and create a marketing mix that will achieve corporate objectives. It is essential that sales management is closely related to marketing management. Sales management involves decisions about designing the sales force, and developing a customer oriented selling approach. Customer oriented selling focuses on identifying customer needs accurately, and engaging in selling and servicing behaviours that help build and maintain a high level of customer satisfaction.
