The term "micro-macro dilemma" means that
A. people have a hard time making choices between products
B. every economy needs a macro-marketing system but not necessarily a micro-marketing system
C. what is good for some producers may not be good for society as a whole
D. satisfying a customer's wants and needs is difficult because the consumer may not know what his/her wants and needs are
E. it is difficult to determine consumer tastes in the globally diverse marketplace
Answer: (C) Macro-marketing looks at the marketing function in relation to society as a whole, while micro-marketing looks at activities of individual organizations. The dilemma occurs when marketing efforts of individual producers may not be good for society; therefore, (C) is the correct choice. Answers (A), (B), (D), (E), while partially correct statements, do not relate to society as a whole. Thus, they are not examples of the macro-micro dilemma.