Introduction

Another method of market analysis is to study the various agencies and business structures which perform the marketing processes. Where the functional approach attempts to answer the “what” in the question “who does what,” the institutional approach to marketing problems focuses attention on the “who.”  Marketing institutions are the wide variety of business organizations that have developed to operate the marketing machinery. The institutional approach considers the nature and character of various middlemen and related agencies and also the arrangement and organization of marketing machinery. In this approach the human element receives primary emphasis.

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