Introduction
Micro marketing versus macro marketing mainly encompasses things that the businesses do considers as the main commercialization in the popular sense and how these societal businesses are making their decisions concerning the aggregate basis. As it has been reported in many business marketing types of research, marketing is generally a very crucial element to many companies and businesses that aspire to be successful. The author of the Basic marketing says that “the marketing campaigns that are successful usually play very important roles in increasing the products as well as the brand awareness within the target group of people who are assumed to be customers to the business” (William et al., 11). This successful marketing can as well make a certain business or company to entice a specific group that is targeted in the marketing to take a positive action towards the business, for example, making a purchase of goods and services. Through definition, the micro-marketing and macro marketing are mainly based on the economic environments that the business occurs in. These two aspects marketing differ regarding existence since they are the main concept used to draw the business strategies.
The differences
The micromarketing strategies are majorly used to target the small groups of consumers/customers who have specific requirements for certain service or product offered in the market. Here all the advertisement efforts are mainly made to target these small groups of the customers. The business defines these small groups in advance then it tailors its campaigns of marketing towards this group so that maximum benefit is received from these customers.
The micro-marketing is different from the macro marketing in that instead of focusing on high volume that does results into high turnover of customers, it mainly gives a deep level of small group satisfaction that is considered to match ideally the customers. This technique of marketing mainly involves spending more on the target customer, it is, therefore, clear that this approach is more expensive due to the issue of customization and the inability to scaling up in term of size. This approach of marketing mainly employs four main aspects i.e. the products which must be given out in a relevant channel of distribution so that they are easily accessed by the customers, the promotion which are advertising methods that help creates product awareness and persuade the customers, placement, and the price ( William et al., 12).
Micro marketing as it has been noted above is concerned with the ways in which the firms are making decisions concerning the product to be made and marketed, methods of production, the management of product brands, the decisions of pricing and the distribution channels among others. On the other hand, the macro marketing is mainly concerned with the both social and marketing responsibilities, the patterns of consumer behaviors and the regulations in the market, marketing systems efficiencies among others (Singh, 261).
Organizational examples
For the domestic organization example, in Kenya, the Millie fruit processors are a fruit and soft drinks processing company that target mainly the local people. This company practices micro-marketing approach for it drinks through the MODERN coaches’ factory. The company is based in Nairobi, and it is main target customer is the MODERN coaches, which is a transport company that does ferry people from Nairobi to Mombasa along the dry Ukambani dry land where drinks are required while the passengers are on the way. The company has decided to make drinks that have the name of the MODERN name with it thus winning many customers in this sector.
On the international organization is the Coca-cola Company, which is currently practicing the macro approach to market its products, for example, the company is now producing the coca cola brands that have specific names of peoples on the brands bottle across the global so that it attracts many customers(Singh, 261). This is a macro-marketing approach in business.
Impacts of the aspects on the business
An effective approach to marketing usually helps the business to determine the business to all the efforts of marketing that business intends to use, and it should also provide the blueprint of accomplishing the set goals and the objectives as well as the mission of the business. Some of the impacts it causes in the business are for example, the competitors acquisition thus reducing the competition in the business, creation of the barriers to entry into the business by the new entrants due to high promotional spending and the abuse of the patent protection, and the competition which is mainly unfair due to the predatory prices as well as the supplier relations within a particular business (Singh, 261).
In general, the marketing strategy usually impacts the sales success of the business in the following three ways. Both micro and macro marketing help increase the opportunities for the business. It is documented that without the support of marketing, sales are believed to be unable to move consideration rates of sales percentages that are beneficial to the business success.
Another aspect where marketing affects the sales success is the sales coverage. It is clear also that the increased activities of marketing are responsible for creating the perception increased coverage of sales in the business. The other aspect is the sales enablement in a particular business. This is because marketing approaches whether micro or macro can help in the identification of shifts in demands i.e. the buying behaviors thus making the business to adjust accordingly (Singh, 261).
Impacts of the marketing strategies on the society
Both micro and macro marketing have almost the same impacts on the society today. Marketing strategies are mainly focused on increasing the income from the business services and goods. Some of the impacts include; the high prices due to the high distribution cost, high costs of advertising and promotions as well as the excessive markups. These makes the product prices to be set high so that these expenses are covered for.
Other impacts are deceptive prices due to pricing, packaging, and promotion, high selling pressure, shoddy products due to stiff competition, poor services thus disadvantaging the customers who end up purchasing wrong products. Marketing also results in the cultural pollution, for example, the micro-marketing that targets small groups might make a certain community change their cultural belief towards a certain product or service. Sometimes marketing can also cause false wants as well as too much materialism at the individual level, or it may also cause political power within the society.
Environmental elements that affects marketing strategies and impacts
Both micro and macro marketing do have distinct effects on the environment when these two marketing approaches are implemented, i.e. the macro environmental factors and the micro-environmental factors.
The micro-environmental factors that are influenced by the following factors; the suppliers, since they affect the business success when they the ones that hold the power of largest good supply. The reseller; the seller affects the success when the market is taken over by the third party, the competition; since those who are selling the same good will offer challenge to your business hence leverage should be considered to get better results in the business, and the customers who are the buyers of the products will affect how one approaches the marketing among others.
On the other hand, macro environmental factors that are influenced by marketing include; the demographic issues since different markets are mainly affected by forces such as age, ethnicity and level of education of the society where the business is taking place. Other factors are technical factors this is due to the ever changing scientific world is concerned thus high skilled and technological approaches that will allow smooth running of the business. Social and the cultural issues is also another fact since it must be considered because it affects the products and services the organization will market to the society. Other factors are the political/ legal forces which are considered when making any sound marketing strategy (Keller et al., 819).
Other applications
Since marketing is mainly directed to the society either individual or as a group, the ethical issues that are sometimes associated with the marketing practices are very important if it is considered for this paper (William et al., 22). The authors says that these issues include; “the strategic positioning of the business thus making the products that can be considered socially undesirable to be desirable”. Positioning must also be placed in the areas of questionable benefits.
Another factor that is of the ethical issue is the product. It is good to ensure product safety through testing either on animals to help in revealing the security (Keller et al., 819). The marketing of outputs that are socially controversial should be discouraged. Lastly, the packaging and the labeling should also be an ethical issue. This helps determine the actual from the apparent sizes, stop the misleading information on the products and also reduce the environmentally packaging of the unfriendly products.
Conclusion
It is critical to note that these two aspects of approaches to marketing are useful tools that are have shown vital roles in many businesses during the creation of the effective marketing strategies that will probably take the business to the next level concerning success. This will eventually allow your business to generate more income as compared to the past times. One should now know what the business probably require in helping it move forward by setting the priorities right in terms marketing after understanding the basis of the micro-marketing and macro-marketing(Keller et al., 819).
Macro and micro-environments, as well as the ethical issue, have significant influences onto the company for the successful marketing campaigns (Keller et al., 819). These problems must, therefore, be put into considerations deeply during the making of the decisions and strategizing the business goals. When these issues are all considered, it will ensure that the business is improved regarding marketing as well as building good reputation of the product brands within the society in the long run.
Work Cited
Singh, Vishal. "Micro-Macro Bob — Contributions Using Micro Consumer Models to Address Macro Marketing Problems." The Collected Works of Robert C Blattberg Perspectives on Promotion and Database Marketing (2010): 261-64. Web
Keller, Kevin Lane, "Mastering the Marketing Communications Mix: Micro and Macro Perspectives on Integrated Marketing Communication Programs" Journal of Marketing Management 17.7-8 (2011): 819-47. Web
William Perreault Jr., Joseph Cannon, and E. Jerome McCarthy, Basic marketing: A marketing strategy planning approach 19th edition: Published by McGraw-Hill/Irwin, a business unit of The McGraw-Hill Companies, Inc., 1221 Avenue of the Americas, New York, NY, 10020 (2011) pg 8-31. Web
Mauro, Lisa J. A Sense of Place: Branding the Richardson Olmsted Complex through Architectural Motif. 2011. Print.
