The differences between micro- and macro-marketing pertain to the scope of a business’ approach. Macro-marketing takes a global view while micro-marketing works on a smaller scale.
Macro-marketing encompasses the entire process of moving goods and services from producers to consumers. E. Jerome McCarthy and William D. Perreault Jr. pinpointed eight distinct components of this process: buying, selling, transporting, storing, standardizing, financing, risk taking and market information. Micro-marketing, however, refers to the marketing actions of the individual people or businesses within that process.
Macro- and micro-marketing are two ways that a business can approach its marketing management. Marketing management is the ways in which a business or entity anticipates the demands of the market and plans to meet those needs, such as through advertising, producing or researching. When a business takes a macro-marketing approach, it thinks on a global scale; a micro-marketing approach focuses on small or local areas.
A macro-marketing approach may, for example, endeavor to develop a widespread distribution network throughout a large region or even to other countries. When researching, it will seek to understand the needs and wants of a many types of demographics in as many locations as possible. It will advertise on national or even global platforms, such as in television commercials or movies.
A micro-marketing approach, however, will focus on keeping its distribution small, and dedicate it to key areas. It will engage in target marketing and research the needs of specific groups. It will advertise on a smaller scale, such as direct mail, flyers, or place advertisements in regional newspapers.