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6. What is the difference between micromarketing and macromarketing? What subjects, or areas of interest, should be included in macromarketing? Is it a promising area for theory development in marketing? why or why not? Bullet Points: 1. Definition of micromarketing 2. Definition of macromarketing 3. Relationship or differences 4. Subjects in macromarketing 5. Special Features of marketing theory 6. Which is better? Why? 1. micromarketing
Micro refers to the marketing activities of individual units, normally individual organizations (firms) and consumers or households. (Hunt, 1976) 2. macromarketing Macro suggests a higher level of aggregation, usually marketing systems or group of consumers. (Hunt, 1976) “—Macromarketing should connote an aspect of marketing which is ‘larger’ than what is otherwise considered” Bartels and Jenkins (1977) argue, “most widely, macromarketing has meant marketing in general and the data which depict marketing in general.
It has meant the marketing process in its entirety, and the aggregate mechanism of institutions performing it. It has meant systems and groups of micro institutions, such as channels, conglomerates, industries, and associations, in contrast to their individual component units. More recently, it has meant the social context of macromarketing, its role in the national economy, and its application to the marketing of noneconomic goods. It has also meant the uncontrollable environment of micro firms. 3. Difference between micro and macro marketing ) micro and macro marketing identify two aspects of the marketing process, as the former has emerged a concept of marketing processes in both single and multiple entrepreneurial units managed for private gain; while the latter, contrasted with marketing processes managed in public agencies for the benefit of society in general. 2) micro marketing focuses on function, technology aspect of marketing while macro marketing sees marketing as a whole, focusing on its philosophical aspect. 3) Bartels and Jenkin said, micro and macro marketing are differentiated on two bases: the organizational unit involved and the function of management.
Further, they can be differentiated by 4 components of marketing thought: firstly, micro???data of the firm, data: macro—overall data of the marketing system; secondly, theory: micro???theory of the firm, macro???general marketing theory; thirdly, normative models: micro???plans for the firm, macro???social values, goals and programs; fourthly, implementation or management: micro-firm management decision making, administration and control, macro???public regulation, assistance and programs. 4. Subjects included in macromarketing ) subject that ‘marketing processes managed in public agencies for the benefit of society in general. ‘ should be included in Macro. 2) macromarketing education which includes: firstly, knowledge of micromarketing practice; secondly, be versed in the relationship of marketing to its social environment in different type of countries, the nature of social problems involving marketing, social goals for consumption and the resources for attaining them, and the relation of marketing to other business functions. (Bartels and Jenkins) 5. Special Features of marketing theory
Marketing theory relies on behavioral theory, which contrasts with such hard sciences as physics, which is featured as comprehensive theory, or general theory. Behavioral theory has not been reaching this level because the development of body of empirical laws is only in the early stages; the possible unifying power theory is relatively small at this point. On the other hand, there are so many variables and uncertainties impact on the ultimate result of economy, so it is not easy for marketers to develop a law like general theory in a short time.
Thus, most marketing theories are belong to middle-range theories (Moten, 1968); and according to Bourgeois (79), there are two types of middle-range theories, substantive theories which are backed by empirical observation and data, and formal theories which are generated through the comparative analysis of various substantive theories, yielding more general applications. There is then a hierarchy even within theories of the middle range, (Glaser 1968). Thus, this relationship between formal theory and substantive theory is much consistent with that of macro and micro marketing. 6. Promising? why or why not? romising. Obviously, macromarketing broaden the scope of subject matter of traditional marketing, as Bartels’ statement (1968), “It is helpful to recognize that theory grows somewhat like a sandpile, the highest is a pinnacle, the boarder must be its base. The boarder its base, the higher it must rise before a sharp vertex or focus is attained. ” Lazer (1969) pleaded that: “what is required is a broader perception and definition of marketing than has hitherto been the case-one that recognized marketing’s societal dimensions and perceives of marketing as more than just a technology of the firm. “