Reference no: EM133946280

Assignment:

Upon graduating from the CNA business program, Michelle decided to move back to New Harbour, buy the old fish plant, and convert it to a factory that makes rubber boots. She imports natural rubber, vulcanizes it (which is a process of heating it, adding chemicals, and letting it cool in a boot-shaped mold), adds thin felt liners inside, and paints the outside a variety of colours. Because her product comes from natural rubber, she calls it "Nathan's Naturals" and charges a premium price over her competition (who use synthetic rubber).

Luckily for Michelle, the "Swanky Fisherman" look has swept through fashion capitalslike New York and Paris and she can sell all her product in the fashion industry. Shedistributes the boots by truck to her North American distributors, and by containership to Europe and Asia.

1. Sustainable marketing is defined as "socially and environmentally responsible marketing that generations to meet their needs" meets the present needs of consumers and businesses while also preserving the ability of future

• Describe four ways in which Michelle can practice sustainable marketing.

2. Describe Michelle's's marketing mix and suggest which elements of the marketing mix are key to her success.

3. Building customer relationships is a key element in any business's success and includes items like customer value and satisfaction, engaging customers, and partner relationship management. Using examples of each of the previous items, describe how Michelle can best build customer relationships. For example: engaging customers through product surveys post-purchase helps Michelle understand the perceptions and opinions of current customers. Use a different example in your answer.