An important difference between the two definitions may be less obvious. The first definition is a micro-level definition. It focuses on activities performed by an individual organization. The second is a macro-level definition. It focuses on the economic welfare of a whole society.
Micro-marketing is the performance of activities that seek to accomplish an organization’s objectives by anticipating customer or client needs and directing a flow of need-satisfying goods and services from producer to customer or client.
Marketing should begin with potential customer needs – not with the production process. Marketing should try to anticipate needs. And then marketing, rather than production, should determine what goods and services are to be deve
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loped – including decisions about product design and packaging; prices and fees; credit and collection policies; use of middlemen; transporting and storing policies; and, after sale, installation, customer service, warranty, and perhaps even disposal policies.
Macro-marketing is a social process that directs an economy’s flow of goods and services from producers to consumers in a way that effectively matches supply and demand and accomplishes the objectives of society.
Like micro-marketing, macro-marketing is concerned with the flow of need-satisfying goods and services from producer to consumer. However, the emphasis is on how the whole marketing system works. This includes looking at how marketing affects society, and vice versa.
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