Essentials of Marketing 14th Edition by William Perreault, Joseph Cannon,Jerome McCarthy

Exercise 7

Online computer shopping at websites makes it possible for individual consumers to get direct information from hundreds of companies they would not otherwise know about. Consumers can place an order for a purchase that is then shipped to them directly. Will growth of these services ultimately eliminate the need for retailers and wholesalers? Explain your thinking, giving specific attention to what marketing functions are involved in these "electronic purchases" and who performs them.