Micromarketing

Micromarketing

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Micromarketing

Micromarketing addresses the activities of individual firms -- how they identify the needs of the consumers and how they get their products into the hands of those consumers. Rather than convincing consumers to buy products they do not need, a substantial part of micromarketing is conducting research to understand basic consumer needs.Satisfying those needs revolves around the four P's -- product, place, promotion and price. Marketing seeks to build solid customer relationships in order to maintain repeat business for the benefit of the firm. (Metcalf, Thomas)

The micro-marketing is therefore not a new marketing tool, but a version that has been used profusely over recent years as a result of progressive changes that have taken place in the market. Give now own entity is set to formalize its use and expand its scope, among other utilities.

The basic element of micromarketing consists in considering the target audience as the sum of a large number of micro segments. Traditional marketing includes the definition of the target audience as the aggregation of one or more segments, but generally refers to a limited number of large segments. And most importantly, once defined target audience, the possible composition of this just is used in marketing planning. Note however that this reasoning, speaking segmentation, segment size, etc., we always talk in relative terms. A micro segment would thus be composed of a small number of potential customers very similar characteristics. For example, a company that makes business management software can choose to launch a unique product to market or to adapt to companies from different sectors, and make a whole line. (Mateu, José María, 2000)

The objective through marketing is none other than the satisfaction of the needs of the target audience, thus at the same time the survival and success of the company. Clearly, this goal is easier to achieve through the micro-marketing. The smaller the size of the segment, more homogeneous will be its needs, and better meet the product design it for him. Al After considering the needs of all potential customers in the segment are the same is a much more arbitrary simplifying the larger the size of the segment. We could therefore define the micro-marketing as a variant of marketing in which the target audience is considered at all times as a set of small segments, the company tries to meet with different mix, or if you will, with combinations of products, prices, distributions and differentiated communications. (Mateu, José María, 2000)

Macromarketing

Macromarketing is the study of how society distributes goods and services. More than just the economics of supply and demand, macromarketing considers the social impact of issues such as advertising, pollution and misused resources. Perreault and McCarthy identified eight activities that are universal macromarketing functions -- buying, selling, transporting, storing, standardization and grading, financing, risk-taking and sharing market information. People perform these functions to provide the goods and services that society wants. In an ideal world, these functions would be performed to maximize society's use of resources and minimize waste and environmental damage. (Metcalf, Thomas)

Macro-marketing refers to the overall social process that directs the flow of goods and services from producer to consumer. It is the economic system that determines what and how much is to be produced and distributed by whom, when, and to whom. E. Jerome McCarthy and William D. Perreault,