Trying to balance the interests of people who want to drink beer and the dangers of losing lives because of drunk driving is an example of
A. green marketing
B. the micro-macro dilemma
C. a marketing exchange
D. a subsistence economy
E. relationship marketing
Answer: (B) The micro-macro dilemma (B) takes place when a certain activity may be beneficial for some people but not necessarily for the entire society. The dilemma described in the question describes just that. Drinking beer responsibly and within moderation is fine and many people enjoy that activity. However, the same activity in a different situation may cost people their lives due to drunk-driving fatalities. Therefore, (B) is the right answer.