The marketing process does not take place automatically. It requires that certain marketing functions or activities be performed by various marketing institutions – and by consumers themselves. The following eight functions are essential to the marketing of all goods: buying, selling, transporting, storing, grading, financing, risk taking, and market information. No matter how simple or complex the marketing process is, these functions must be performed. Some functions may be performed several times to facilitate the marketing of a given product, while others may be performed only once. At times, the performance of a function may be shifted from one member of a marketing system to another. For example, some modern wholesalers and retailers shift the burden of storing goods back to manufacturers. But, the fact remains that each of the eight functions must be performed by someone at least once before any good can be marketed – none can be eliminated.
Question for Discussion
Name a product for which all eight marketing functions do not need to be performed by someone somewhere in the marketing system. Explain your thinking about what functions do not need to be performed. Note: this discussion assignment transcends the chapters and has a continuous theme throughout the text.