Micro-Macro Dilemma Essay

The micro-macro dilemma is based on the fact that what is good for companies and consumers may not be good for society as a whole. This can relate to a number of things, including high-powered engines in cars, nuclear power, and bank credit cards.

High-powered engines in cars are an example of this because they use high amounts of fuel, and also create more damage to the environment, thus making them less advantageous for society. Consumers like them because they enjoy the speed that the cars go, the luxury of having a larger automobile, and more often than not, they have multiple cars for a household. Companies profit off of them because they are typically more expensive and ensure a future for the company.

Nuclear power is an example as well. Nuclear power is an extremely cheap, efficient source of power. It can be used as a source of energy with less waste in the atmosphere. The main issue with its use is that sometime down the road, it will have to be dismantled when it is no longer in use and there is huge amounts of work that will be done. Also, if there is a meltdown, it could be catastrophic for society.

Another example of the micro-macro dilemma is in bank credit cards. They are great for the consumer to use to purchase items that are necessary for them to live. It is a good source of freedom, because the consumer doesn’t need to worry about carrying cash with them. The downfall to it would be that it allows consumers to live well above their means and someone eventually will repay the debt. If the person doesn’t pay their own debts, society as a whole will have to by paying higher prices for things.

(Perreault, W.D., Cannon, J.P., & McCarthy, E. J. (2010). Essentials of marketing (12th ed.). New York, NY: