What is Macromarketing?
Over time, companies have reached more and more potential customers through the growing number of media. Marketing has therefore become a part of a consumer's daily life as consumers are exposed to advertisements for products and services wherever they go. Since marketing affects consumer behavior, it in turn affects how individuals and companies interact with their environment and society as a whole.
Macromarketing reflects the values of society and therefore tries to market goods, services and ideas in a way that corresponds to the public good. Scientists believe the study of macro marketing is valuable in that it focuses on understanding how individuals and societies learn, adapt, and change. Some academics who teach and research the principles of macro marketing assume that they represent the awareness of marketing practice while others believe that their value lies primarily in their scientific rigor and objectivity.
Macromarketing vs. Micromarketing
Macromarketing is often viewed alongside micromarketing, which examines how companies decide what to manufacture or produce, how they market their products and how much they charge for them.
As a marketing strategy, micromarketing focuses on a small group of very targeted consumers and requires a narrowly defined target group that is selected on the basis of specific characteristics (e.g. postcodes or job titles) in order to adapt campaigns for the respective segment.
Micromarketing can be more expensive to run due to the need for customization and the lack of economies of scale.
Macro marketing story
Macromarketing as a term was first used by Robert Bartels in his 1962 book The Development of Marketing Thought, which examined future changes and innovations in marketing, including increased interdisciplinary research, increased use of conceptualization, and comparative research.
Bartels and colleague Roger L. Jenkins later published an article in the Journal of Marketing dealing with macro marketing:
“Macromarketing understood the whole marketing process and the aggregated mechanism of the institutions that do it. It has understood systems and groups of micro-institutions such as channels, conglomerates, industries and associations as opposed to their individual component units. More than ever, this has influenced the social context of micromarketing, its role in the economy and its application to the marketing of non-economic goods. "