Much of the research in marketing concerning public policy has focused on the interaction of marketing with federal agencies such as the FTC and the FDA. The purpose of this study was to expand macro-marketing into the broader realm of citizen input into the allocation of tax dollars among federal programs. A segmentation approach was used to identify segments that have similar expenditure priorities and distinguish them on the basis of demographic and social psychological descriptors. Federal government expenditure priorities for ten areas were measured using a constant sum procedure. Four consistent clusters were identified. These results have implications for public policy planning and implementation. Since public preferences for federal expenditures cannot be measured directly in the marketplace, the strategy adopted in this study illustrates a method of providing such inputs.
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