what is macro marketing?

Bilal Ahmed Awan - What is Macromarketing

Macromarketing is the process by which an economy’s productive potential is used to meet individual and societal needs.

The concept of macro-marketing refers to the impact marketing policies, strategies, and objectives have on the economy and society. Specifically, it pertains to the four pillars of marketing: product, price, place, and promotion — which determine what products or services are produced and sold.

In recent years, companies have become more adept at reaching potential consumers through a broader range of media. As a result, marketing has become part of every consumer’s everyday life. In addition to affecting what consumers buy or do, marketing affects how companies and people interact with each other, the environment, and society as a whole.

How macro marketing works

In micromarketing, goods, services, and ideas are marketed in a way that is consistent with the public good and society as a whole since it is meant to reflect society’s values. Macromarketing studies how individuals and society innovate, adapt, and learn, making it valuable to scholars. Some scholars argue that macro marketing has the most significant value in its scientific rigor and objectivity, using tools such as A/B testing.

History of macro marketing

In 1962, Robert Bartels used the term “macro marketing” for the first time in his book on future marketing innovations and changes. There is an increased focus on interdisciplinary research, a greater use of conceptualization, and greater use of comparative research.

Micro Marketing vs. Macro Marketing

The primary difference between micro-marketing and macro-marketing is that in micro-marketing campaigns small group of people is targeted, while a macro-marketing campaign targets a large group of people. Here are some other differences between micro-marketing and macro marketing:

Meaning

Micro refers to anything smaller in scope or scale, while macro refers to anything more significant. Thus, micromarketing involves individual steps within a more extensive process, whereas macro marketing considers the whole process.

Concerns

A micromarketing approach focuses on consumer behavior, distribution channels, pricing techniques,  company decisions about what products to develop, packaging, promotion decisions, and brand image.

In contrast, macro marketing focuses on the laws regulating marketing activities, socially acceptable advertising strategies, social responsibility, and consumer behavior patterns.

Scope

The term micromarketing can refer to anything from a specific production process to the general operations of an organization. While Macro marketing is concerned with the production process that interacts with the consumer and with the way they make purchases globally.

Relationships 

Developing lasting and solid relationships with consumers is the goal of micromarketing. Developing individual brand loyalty, this process generates repetitive sales. Alternatively, macro marketing aims to ensure that community resources are used most effectively. Also, it aims to develop a network of communities rather than an individual network. In this way, the brand can focus on selling and distributing products rather than building long-term relationships.

Purchasing Target

The micro marketing approach focuses on identifying the likes and requirements of the individual as the purchasing target. Macro marketing, however, aims to acquire the most significant possible customer base. This company focuses on identifying the target market of its product and how it will offer the product to that market.

MICRO MARKETING                      VS                  MACRO MARKETING
Meaning
  involves individual steps   involves the whole process
Concerns
  focuses on individual consumer behavior, distribution channels, pricing techniques,  company decisions   focuses on the laws regulating marketing activities, socially advertising strategies, and consumer behavior patterns
Scope
  Involved in a company’s production and operations.   In relation to global consumer patterns and the production process.
Relationships
  Build individual brand loyalty and repeat sales   Using resources effectively at the community level; building community networks
Purchasing Target
  Individual  Maximum Possible Consumers

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