The following quote is attributed to Peter Drucker:
"Because its purpose is to create a customer, the business has two basic functions: marketing and innovation. Marketing and innovation produce results, all the rest are costs."
Hmmm. A company's purpose is to create a customer? I can think of plenty of companies who 'created' customers... and have since gone out of business. But according to Peter's statement, these companies successfully accomplished their purpose.
A business' purpose is to attract and keep customers. Its one basic function is to reliably solve customer problems... through innovative products, or exceptional customer support, or a powerful customer experience, or even low price (ie. WalMart). What attracts and keeps customers is the value offered by the company. Marketing comes second.