Which of the following is NOT considered a primary activity in the value chain?

In the context of the value chain, primary activities are those directly involved in creating and delivering a product or service. These include operations, marketing and sales, and service, as they directly contribute to the value creation process from the initial stage of production to final delivery and customer support.

Procurement, on the other hand, is classified as a support activity rather than a primary activity. It involves the acquisition of the goods and services that a company needs to carry out its operations. While procurement is essential for a business's overall functioning, it does not directly contribute to the value creation itself but rather supports the primary activities.

This distinction highlights the role of procurement in bolstering primary activities, while the other options, which are primary activities, are integral to the company’s overall strategy of delivering value to customers. Understanding this classification is crucial for analyzing business processes and improving overall efficiency and effectiveness in operations.