Browse Definitions :
Definition

macromarketing

Macromarketing (also spelled macro-marketing) is the influence that marketing policies and strategies have on an economy and society as a whole. Specialists in macromarketing research the mutual effects that society and marketing systems have on each other.

Macromarketing focuses on how society distributes goods and services and the global impact of marketing strategies. Going beyond supply and demand theories and logistics, this area of study examines the social impact of issues such as the role advertising plays in forming societal values, the effect of subliminal advertising on children, the affect packaging has on the environment and how to deal with wasted resources in terms of both society’s needs and product lifecycle sustainability. Research is high-level, focusing on consumer behavior patterns and the efficiency, or lack of efficiency, of popular marketing techniques. 

Strategic macromarketing efforts are designed to improve mass consumption, rather than individual consumption. Action plans often include:

  • Creating a demand for goods and services.
  • Creating environmentally-friendly packaging. 
  • Creating advertising campaigns that emphasize how a product or service meets the wants and needs of society overall.

Macromarketing can be contrasted with micromarketing, the influence that marketing policies and strategies have on individual customers. Micromarketing strategies target specific customers or small groups of customers in order to gain market share and increase profits. A company might conduct micromarketing research by having existing customers fill out questionnaires, attending community meetings and meetings of local organizations, gathering information from neighborhood newspapers and observing the actions of customers who patronize the competition.

William D. Perreault and E. Jerome McCarthy are credited with introducing the terms “micromarketing” and “macromarketing” in their 1977 book, Basic Marketing.

This was last updated in October 2017

Continue Reading About macromarketing

SearchCompliance

  • information governance

    Information governance is a holistic approach to managing corporate information by implementing processes, roles, controls and ...

  • enterprise document management (EDM)

    Enterprise document management (EDM) is a strategy for overseeing an organization's paper and electronic documents so they can be...

  • risk assessment

    Risk assessment is the identification of hazards that could negatively impact an organization's ability to conduct business.

SearchSecurity

  • cyber espionage

    Cyber espionage, also called cyber spying, is a form of cyber attack that is carried out against a competitive company or ...

  • virus (computer virus)

    A computer virus is malicious code that replicates by copying itself to another program, computer boot sector or document and ...

  • honeypot (computing)

    A honeypot is a network-attached system set up as a decoy to lure cyber attackers and detect, deflect and study hacking attempts ...

SearchHealthIT

SearchDisasterRecovery

  • risk mitigation

    Risk mitigation is a strategy to prepare for and lessen the effects of threats faced by a business.

  • call tree

    A call tree is a layered hierarchical communication model that is used to notify specific individuals of an event and coordinate ...

  • Disaster Recovery as a Service (DRaaS)

    Disaster recovery as a service (DRaaS) is the replication and hosting of physical or virtual servers by a third party to provide ...

SearchStorage

  • cloud storage

    Cloud storage is a service model in which data is transmitted and stored on remote storage systems, where it is maintained, ...

  • cloud testing

    Cloud testing is the process of using the cloud computing resources of a third-party service provider to test software ...

  • storage virtualization

    Storage virtualization is the pooling of physical storage from multiple storage devices into what appears to be a single storage ...

Close