Which of the following is NOT listed as a support function to customer value?

• A. Marketing
• B. Management Information Systems
• C. Finance
• D. Human Resources

Answer: (A)

In the value-creation process, activities are divided into primary activities that directly create and deliver value to customers, and support activities that enable those primary activities to run. Marketing is a primary activity because it directly engages customers, builds demand, and shapes how customers perceive and receive the product or service. It is through marketing that the company communicates value, sets appropriate expectations, and leads customers to purchase, which is central to capturing value.

The other options—finance, information systems, and human resources—serve to enable and support the entire operation. Finance provides the funds and manages cash flow, information systems supply the data and technology backbone, and human resources handle staffing, training, and organizational capability. While these support activities are essential, they do not directly generate customer value in the same immediate way marketing does.