Macromarketing: Assessment of Impact of Marketing on Society - Coursework Example

Macromarketing: Assessment of Impact of Marketing on Society of Macromarketing: Assessment of Impact of Marketing on Society Marketing is one of the key factors in the sustainability of social order within a society. There have been a number of areas that have gained recognition in the field for its effective implication. Among these notable concepts, macromarketing remains strongest concepts. The concept has historical roots of implication and has helped the societal order to regain from the era of social misconstruction. The link between social order and macromarketing is worth understanding because it involves sociology and study of human interactions. This paper aims to discuss macromarketing keyword from the marketing field. Definition of Macromarketing: The concept of macromarketing is diverse in nature with increased development being undertaken as a field. It should be noted that due to its diverse nature, there are a number of working definitions of macromarketing. These definitions are as follows: Unlike marketing as a general construct, macromarketing allows understanding of relationship of marketing tools and society. In simpler words, it can be said that macromarketing undertakes clear evaluation regarding marketing tools on the society involving markets, marketers and their stakeholders. With incongruity with marketing, macromarketing does not limit its focus to consumer-company relationship but it takes a wide grasp of opportunities and shortcomings that marketing tools will have on society as a whole (Thompson et al., 2011). The aforementioned definition clearly helps in understanding that the nature of macromarketing is optimistic in its approach to address marketing tools working in a favorable manner for consumers. Also, with the help of macromarketing, it has rather become easier for the societies to regain an innovative approach to apply existing marketing tools. In particular, macromarketing is allowing the goods and services to be directed towards the right producers by maintaining supply and demand. The concept of fair supply and demand is clearly grounded in the researches regarding macromarketing (Kotler, 2000). Another definition of macromarketing states that it is a concept which takes into consideration following main areas of marketing: a) Marketing tools (group systems) b) The influence that is observed by the society after completed processes of marketing systems. c) The way society may affect the marketing processes/tools/systems (according to which these systems may be altered or implied) (Ekström & Glans, 2010). From this definition, it becomes quiet easier to evaluate that there are certain goals that a society has. Marketing of goods are therefore done to help societal processes meet its goals. Philosophically, the need of macromarketing implementation is to meet objectives of different entities involved in supply and demand. Macromarketing is allowing objective of society and marketing system to be achieved. At one hand, society tends to maintain the balance of life standards while marketing systems tries to lessen down the cost of producing each product. Macromarketing considers marketing systems as efficient only in the case where the objective is in direct association of society’s objectives (Sirgy, 2001). It is an evident fact that numerous marketers have considered macromarketing as a way to look at a society from a wise perspective. In general, it can also be regarded as a concept providing social interactions between company, customer, marketers, stakeholders etc. For macromarketing practitioners, it is the right of the customers to understand the impact that marketers would be trying to have on society as a whole. In spite, macromarketing allows products to originate and reach out to customers for betterment of their goals. In addition, with the help of macromarketing, it has become easier to understand the role different products would play in a society. It surely encompasses technological advancement in order to provide a flow of goods and services within the society (Crane, 2002). Emergence of Macromarketing in Marketing: As a matter of fact, the history of macromarketing is as old as the exchange of goods and services in different societies of the world. There can be exactly three examples that can be drawn from the history where the application of macromarketing has been evident. Taking the travels of Marco Polo in 1958, it comes to observation that the exchange of goods and marketing of products within the Indian market was done for a societal welfare scheme. Another effective example of emergence of macromarketing can be taken from the Peloponnesian War. The contemporary research regarding macromarketing has its root into these events in the history. Modern day researchers have gained a lot of information and lessons regarding macroeconomic practices from the history and its changing nature over the time (Wooliscroft et al., 2006). Macromarketing practices were observed in practicality because societies had a reason for its formulation. Herein, it is significant to note that the reason behind the formulation of society was to provide welfare to group and communities. Once these societies gained their purpose and processes, the need of specialization was undertaken. Goods that were created by the specialized ones in the society were then exchanged between groups. One after another, rules and processes were maintained in order to sustain production and consumption patterns in the society. In order to exchange goods and services, these societies came closer to each other. Be it Athens, Spanish traders etc. they linked different relationships between they had to get items exchange of their services of other goods (Sarlak, 2010). As per the research, it was clearly marked that macromarketing was merely the first area of marketing that emerged in the early twentieth century. It is evident because at that time, marketing had a direct focus towards solving problems that were coming in the way of development of societies. It was the era when marketing was conducted from the point of view of society. This makes it evident that, in no way, firm’s advantage was necessary. During this movement of change, a number of literary contributions were also made which allowed the practitioners of marketing to chalk out concepts and processes for practical implication of marketing the society. In particular, a committee was created at the University of Pennsylvania where increased researches regarding macromarketing were not only undertaken but also further taken to the implication and testing phase (Hunt, 2010). Among famous names who contributed to this field of marketing, Dr. Alfred Riachi is the prominent one. It was his contribution that macromarketing was allowing countries to undertake reliance on their services and products. As a matter of fact, it should be noted here that the core subject that was used and implied in macromarketing was marketing systems. The emergence of this subject in the research and development of macromarketing was noted during 1950s and 1960s. The subject was researched and developed from its core base including evolution, characteristics, and allocation of resources and the role of government. It can be said that macromarketing (macromarketing systems) are as old as the institutions within the society that regulate the social order for power practice (Polonsky & Waller, 2010). This raises the question of effective models that are used in order to imply macromarketing in practical terms. In this regard, it should be creatively marked that traditional macroeconomics model as also hypothetically formed. This was very clarifying in terms of economic activity that is undertaken from input to output. This model has allowed one to understand that the core reason behind business practices, transfer of goods and services from one economy to another is because it is needed for human interactions. Thus, business activities should not be undertaken at the cost of ethics and laws which are actually embodying social order. All these factors were clearly noted in the research conducted during this era. Thus, the historical emergence of macromarketing was because it allowed the societies to gain services to make life better for its members. This does not only allow society to meet its final objective but also made it easier for the marketers and firms to gain profits which were in return helping out the societal institutions to meet their objective i.e. welfare of group, community or members. However, market systems were not given total support but even then second to superior position were provided to the marketing systems in sustaining the social order. With the implication of this order or model, it is more likely to sustain exemplary usage of effective marketing venues (Ekström & Glans, 2010). In a summarized manner, it can be asserted here that with the help of macromarketing, it has become easier for different markets, societies, producers, marketers to ease out the tension of different relationships within the society. This has a direct impact on the betterment of society and its members willing to bring societal order for communities. Practical Implication of Macromarketing: In order to understand the areas where macromarketing are used in contemporary supply and demand flow, it is significant to note the role macromarketing plays. As mentioned above, macromarketing allows understanding of ways in which a society would affect marketing systems. This gives the answer in a pretty better way. That is, macromarketing is used in the field of marketing every time a controversy is laid on a marketing system. Each day, every individual in the modern society goes through marketing systems such as mobile phones, televisions, social media networks, billboards, radio, newspaper, magazine etc. These systems have been questioned every now and then for their credibility and influence that they have on the society. Macromarketing actually weighs out the amount of marketing stunts that are undertaken each day. In this way, clear and authentic marketing research is undertaken to understand the impact of these marketing systems. It is done because it affects the patterns and flow of supply and demand (Mick, 2005). The fact remains that the usage or implication of macromarketing is noted every time there is a debate followed by micromarketing and macromarketing. In the contemporary age of marketing products and services, the usage of macromarketing has been done within the grasp of departments. The need of macromarketing is to monitor each and every advertisement which is published in order to arouse the consumers. With the help of macromarketing, it has rather become easier for the firms to become accountable. As noted above, every society has its own objective to meet where the main objective remains the balance of supply and demand. Sometimes firms may think to double their profits, for which increased number of marketing campaigns is designed. The impact of marketing is direct and quiet effective on people. Therefore, it is possible that firms may gain a lot of benefit through marketing. With the help of macromarketing, these agendas of firms are taken into consideration. In no way, a firm is made limited to gain profit but it is designed in such a way that it will allow agreement on making benefits for all stakeholders involved in this process. In addition to the basic working schema of marketing, there are some of the ethics that should be followed by the marketers. With the help of macromarketing, it has rather become possible for societies to weigh out their respective flow of goods and consumption patterns. In simpler words, it can be said that macromarketing is a way to provide services of watchdog. There are a number of departments in marketing institutions that are composing hard core researches which were published by using the ideologies of macromarketing (Crane, 2002). Taking the hold of both public and private ways of producing products for the consumption of customers, it has come to effective understanding that macromarketing is a way to deter the social dogmas. The usage of marketing has been done over the years for a purpose of making a better welfare system. With the advancement of technology, marketing systems have taken a wider grasp. There was an evident need of controlling or limiting the usage of marketing systems. Therefore, macromarketing was considerably implied not only to marketing channels but on the feedback that was gained after marketing respective goods and services within the society. In the modern day, the ways advertising and marketing research is being conducted; it has rather became easier for the marketers to understand the influence their marketing techniques have laid on the society. To make it easier to evaluate, it can be stated herein that it was the contribution of macromarketing that marketing research has become so effective (Sarlak, 2010). Through the above analysis of the term macromarketing, it has rather come to our understanding that more and more advancement in business practices within a society has gained increased levels of innovation need. Therefore, with the help of marketing new products and services are being marketed to the right customers. These specialized products are needed to be consumed within any society in such a way that it completely balance out or maintain the social order. Anything above it may cause chaos which is not the objective of a society or economy. With the help of macroeconomics, the impact that marketing has on society have become easier to assess. Knowing the fact that business enterprises are always in search of ways by which they can increase their profit margin, it was evident that balancing out of this act was much needed. Macroeconomics does not just understand or evaluate the relationships’ between consumers and marketers but also those assess how both have put influence or impact on each other. This is in relation to the impact that consumers (for consumptions) and producers (to make profit) will have on the society. Thus overall, it becomes very easy to assess that macromarketing is a way to interlude between two different spectrums. The society cannot be considered as effective without the presence of macromarketing. List of References Crane, A., 2002. Marketing, Morality and the Natural Environment. New York: Routledge. Ekström, K. & Glans, K., 2010. Beyond the Consumption Bubble. California: Taylor & Francis. Hunt, S., 2010. Marketing Theory: Foundations, Controversy, Strategy, Resource-advantage Theory. New York: M.E. Sharpe. Kotler, P., 2000. Marketing management. Chicago: Prentice Hall of India. Mick, D., 2005. Inside Consumption: Consumer Motives, Goals, and Desires. Washington DC.: Routledge. Polonsky, M. & Waller, D., 2010. Designing and Managing a Research Project: A Business Students Guide. New York: Sage. Sarlak, M., 2010. he New Faces of Organizations in the 21st Century: A Management and Business Reference Book, Volume 2. Washington DC.: NAISIT Publishers. Sirgy, M., 2001. Handbook of Quality-of-Life Research: An Ethical Marketing Perspective. California: Springer. Thompson, D., Simmie, P., Heslop, L. & Shapiro, S., 2011. Macromarketing: A Canadian Perspective. New York: Marketing Classics Press. Wooliscroft, B., Tamilia, R. & Shapiro, S., 2006. A Twenty-First Century Guide to Aldersonian Marketing Thought. New York: Springer. Read More