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Exercise Marketing Environment - GSLC

1. Name and briefly describe the elements of an organizations microenvironment and
discuss how they affect marketing!
2. Who are the Millenniels, and why are they of so much interest to marketers?
3. Discuss trends in the natural environment of which marketers must be aware, and
provide examples of companies responses to them!
4. How should marketers respond to the changing environment?
ANSWER
1. Consumers/Customers: No organization can survive without customers and consumers.
A customer is the one who buys a product or service for the consumer who ultimately
consumes or uses the product or service of the organization.
Organization: An organization refers to a group of all individuals working in different
capacities and the practices and culture they follow. In micro-environment analysis,
nothing is as important as self-analysis, which is done by the organization itself.
Market: Market refers to the system of contact between an organization and its
customers.
Suppliers: The suppliers refer to the providers of inputs, like raw materials, equipment
and services, to an organization. Large companies have to deal with hundreds of suppliers
to maintain their production.
Intermediaries: Intermediaries include agents and brokers who facilitate the contact
between buyers and sellers for a commission. They may exert a considerable influence on
the business organisations as, in many cases, the consumers are not aware of the
manufacturers and their products. Hence, manufacturers use intermediaries to reach out
to consumers.
WHY? because it helps in planning and preparation, as well as long-term business
strategy development.
2. Millennials (also known as the Millennial Generation or Generation Y) are the
demographic cohort following Generation X. There are no precise dates for when the
generation starts and ends; most researchers and commentators use birth years ranging
from the early 1980s to the early 2000s.
WHY? They are more orthodox in their approach than Nomads and as policy-makers
they may be downright conventional, but they are united by a deep-seated idealism and
desire to save the world. Looking at something like climate change or global recession, a
Millennial won't blame the past but look forward to the solutions of the future.
3. The natural environment involves the natural resources that are needed as inputs by
marketers, or that are affected by marketing activities. Marketers should be aware of
several trends in the natural environment. The first trend is increased government
intervention in natural resource management. The governments of different countries
vary in their concern and efforts to promote a clean environment. The general hope is that

companies around the world will accept more social responsibility, and that less
expensive devices can be found to control and reduce pollution. The second involves
growing shortages of raw materials. Marketers need to rely less on nonrenewable
resources and use renewable resources more wisely. And the third environmental trend is
increased pollution. Industry will almost always damage the quality of the natural
environment.
4. The organization analyses the environmental changes and finds suitable way to avoid the
threat and utilize the new opportunities in the market. In essence, they wait for the
environment to change and react only after the change takes place.