Lesson Plans

• Part 1: History of Macromarketing research

• Part 2: Macromarketing & Societal Development
• Part 3: Key Issues in Macromarketing

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 Part 1: What is Macromarketing
Macromarketing refers to the study of
(a) Marketing systems
(b) The impact and consequences of marketing systems on society and
(c) The impact and consequences of society on marketing systems

Can marketing facilitate economic growth in developing economies?

How might consumers become better informed?
Do the poor pay more?
How is it best to model the interaction between company and environment?
How do the institutions of marketing grow and change over time?
Does distribution cost too much?
How do public policy initiatives impact the workings of a competitive marketing system?

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Food Marketing System

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Food Marketing System

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Distributive Processes from a Societal Perspective

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DISTIBUTING VACCINE TO REMOTE AREAS

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Impact of Climate Change on Marketing

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Consumer Rights and Responsibilities

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 Part 2: Macromarketing &
Societal Development

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 Macromarketing & Societal Development
• “Saving the world” has always been
the principal goal of macromarketers

• Societal development as a goal would

be the “unifying big idea” that would
combine multiple disciplines and fuel
synergy and development to the domain

• There is an urge to move the focus of

marketing studies away from the
maximization of customer satisfaction
and entrepreneurial profit and toward
sustainable consumption/business by
demonstrating the long-range
consequences of trade globalization

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Societal Development Sub-Categories

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Health
Key research topics:

• Inefficiencies in health systems to provide basic preventive health care for all
• Access to proper food and nutrition to boost one’s immune system
• Addressing Obesity, Smoking, Alcohol Consumption

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Well-Being / Quality of Life
Key research topics:
• Spiritual, Social, Ecological
• Work-life balance
• Improving well-being and equality

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Sustainability
Key research topics:

• Green marketing
• Sustainable consumption practice
• Sustainable business practices

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Equality / Fairness

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Ethical Consumption

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 Part 3: Key issues in Macromarketing

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Key Issues in Macromarketing
Three key issues:
• How Macromarketing shape competition
• Delayed gratification and quality of life
• Marketing as a force of tension and peace

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Marketing Systems and Competition
A Macromarketing focus on system attributes and characteristics could lead to a
consideration of the source of value-added trade-offs between cooperation
and competition

Marketers and public officials try to lessen and avoid competition via varied
means such as alliances, mergers, consolidations, acquisitions among
competitors, regional- or international-level trade pacts, and
marketing agreements

How do these (lack of) competitions influence consumers’ well-being and

fairness?

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Strategic Alliances and Competition

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Delayed Gratification
• Marketing foster desires for and deliver higher standards of living.

• Some components of higher living standards may be costly and consumers

may have to extend their planning horizons, earn more than is needed for
current consumption, save, and delay gratification. Marketing may be
socially beneficial if it fosters sacrifice and delayed gratification when these
tendencies do not exist.

• In doing so, it may contribute to improved business methods, family savings,

and responsiveness to incentives for continued productive employment.

• However, such productivity may not always lead to better quality of life

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Delayed Gratification

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Marketing as a force for peace

• There is a positive relationship between marketing and international

stability, because conflict is less likely if trading nations prosper.

• Consumer culture strengthens trade, thus making war less likely.

• Marketing systems build bases for peace by enhancing community

cohesion, the collective psyche of citizens, bonds among people and
groups, global inclusion, sustainable development, technology transfer,
and quality of life for inhabitants.

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Marketing as a force for peace

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Marketing as a force for tension
• Trade may be problematic if it includes arms, slaves, sex tourism,
endangered or exotic animals, child labor, or environmentally harmful
items.

• Marketing may highlight disparities or concentrations of wealth and

benefits in and among societies.

• Marketers in some nations may object to what they see as the corrupt
or abhorrent practices and offerings that marketing activity requires
or induces.

• Marketing may contribute to consumption, lifestyles, and technology that

conflict with local institutions and have undesirable environmental,
social, and economic effects.

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Marketing as a force for tension

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