Author Archives: Liling Liu

The Jones assignment

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Liling Liu


1.I would categorize the way the Jones family lives as a form of personal selling. They don’t just promote products; they embody the lifestyle those products represent. Their approach is to influence others through their own use and endorsement of the products in a very personal and direct manner, which is a key aspect of personal selling.

2.The sales tactics used by the Jones family resemble influencer marketing, a common tactic used by many brands today. For example, just like how the Joneses integrate products seamlessly into their lives to make them desirable, many of my favorite brands use social media influencers to showcase their products in a real-life context, making them more appealing to the audience.

3.Based on the course materials and the movie, I believe the way products are marketed in the film raises ethical concerns. The Joneses deceive their neighbors into believing their lifestyle is genuine, manipulating them to buy products. This lack of transparency and the exploitation of personal relationships for commercial gain can be considered unethical.

4.If I were friends with someone in the Jones family before knowing their secret, I would likely feel admiration and perhaps aspire to be like them. However, after finding out the truth, my feelings would shift to betrayal and disappointment. The realization that our friendship was based on a marketing strategy would undermine the authenticity of our relationship.

The role of PR assignment

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Liling Liu

Asian American Dream nonprofit organization (AAD)

Email: lavareliu35@gmail.com

Phone: (111)123-1111

FOR IMMEDIATE RELEASE: 12/10/23

Asian American Dream Announces Spring 2024 Kin Mentorship Program

Empowering Students with Personalized Guidance from Industry Professionals

New York, NY: December 10, 2023 – Asian American Dream (AAD), a non-profit organization dedicated to supporting Asian American and Pacific Islander (AAPI) students, is excited to announce the Spring 2024 Kin Mentorship Program. The program, running from January 1, 2024, to June 30, 2024, is designed to pair college students with early-career professionals for a unique mentorship experience.

This 1 Mentor-2 Mentee initiative focuses on creating a kinship bond where mentors, who share similar backgrounds with the mentees, guide them in securing and preparing for professional opportunities. The program aims to foster an “older sibling” dynamic, offering relatable and practical advice to help mentees navigate the early stages of their careers.

“Our Kin Mentorship Program is more than just guidance; it’s about building a community where young professionals can see themselves in their mentors,” said Liam Chen, Program Director at AAD. “We believe this connection is vital in helping our mentees gain the confidence and network they need to succeed.”

Key Dates and Details:

  • Program Dates: January 1 – June 30, 2024.
  • Kickoff Event: January 18, 2024, from 6:00 PM – 9:00 PM.
  • Mentor-Mentee Matches Announced: February 1, 2024.
  • 2nd Annual AAD Night of Networking in Honor of AAPIHM: May 1, 2024, from 6:30 PM – 9:30 PM.
  • Approximately 6 virtual meetings with mentors and mentees.

Preferred Qualifications for Kin Mentees:

  • AAPI (Asian American and Pacific Islander) background.
  • Underserved students including first-generation college attendees, low-income, FAFSA-eligible, or attending non-target schools.
  • Undergraduate students in the Tri-State Area (New York, New Jersey, Connecticut).

About Asian American Dream (AAD): AAD is committed to empowering AAPI students through educational and professional development programs. By fostering a supportive community, AAD helps students realize and achieve their professional aspirations in today’s dynamic workplace.

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Product concept assignment

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Liling liu

MAR 100 – B050

Professor Buckler

November 30,  2023

     Among the various pitches presented in Season 15, Episode 7 of Shark Tank, the Yum Crumbs pitch by Delson Jeanvilma particularly resonated with me. This pitch stood out not only due to the innovative nature of the product but also because of the clear passion and vision behind it.

The Compelling Pitch of Yum Crumbs

The Yum Crumbs pitch was a captivating blend of enthusiasm and clear market understanding. Jeanvilma presented his product as a unique dessert topping, differing from traditional toppings with its non-crunchy, cookie-sprinkle-like texture. This distinction caught the Sharks’ attention and mine as well, as it addressed a specific gap in the dessert toppings market.

Product Concept and Market Gap

Yum Crumbs is presented as a versatile, gourmet dessert topping. Its array of flavors(over 20), including birthday cake, apple pie, and chocolate peanut butter, offers a wide choice for consumers. Unlike typical crunchy toppings, its unique texture fills a gap in the market, providing a new sensory experience for dessert enthusiasts.

Simplifying the Culinary Process

This product simplifies the process of enhancing desserts, making it an easy choice for both professional chefs and home bakers. Its versatility means it can be used on a variety of desserts, from ice creams to pancakes, thereby reducing the need for multiple different types of toppings.

Beyond Desire: The Need for Yum Crumbs

Yum Crumbs goes beyond being a desirable product to being a needed one, especially in settings where culinary creativity and efficiency are paramount, such as in bakeries, ice cream shops, and restaurants. It’s not just a topping; it’s a tool for culinary innovation, making it an essential item for those in the food industry.

Positioning Yum Crumbs in the Market

Based on its characteristics, Yum Crumbs straddles the line between a shopping product and a specialty product. While it can be a deliberate purchase for culinary enthusiasts and professionals (specialty), it also fits into the shopping product category for regular consumers comparing different dessert topping options.

To effectively position Yum Crumbs in the market, a dual strategy could be employed:

  • Branding: For the specialty market, branding should focus on the gourmet and unique aspects of the product. This can include storytelling elements in marketing, emphasizing the product’s ability to bring professional-grade culinary creativity into one’s kitchen.
  • Packaging: Eye-catching, descriptive packaging is crucial. It should clearly communicate the product’s unique texture and variety of flavors, potentially using color coding or imagery that reflects each flavor’s essence.
  • Digital Marketing: Leveraging its Shark Tank appearance, Yum Crumbs can use digital platforms to reach a broader audience, using targeted ads and social media strategies to engage both regular consumers and culinary professionals.
  • Ingredient Transparency and Adaptation: Reflecting on consumer trends towards healthier and more sustainable ingredients, Yum Crumbs could consider reformulating to incorporate preferred oils and natural ingredients, enhancing its appeal to health-conscious consumers.The current use of soybean oil, palm & kernel oil, and citric acid might deter health-conscious consumers. A shift towards more natural and environmentally friendly ingredients like coconut, olive, or avocado oil could broaden its appeal. This change not only aligns with the growing trend towards healthier eating but also resonates with environmentally conscious consumers.

Conclusion

Yum Crumbs presents an exciting opportunity in the dessert toppings market. Its unique texture, variety of flavors, and versatility make it a product with wide appeal. By focusing on strategic branding, thoughtful packaging, and aligning with market trends, Yum Crumbs is well-positioned to meet and exceed consumer expectations, revolutionizing the way we think about and enjoy our desserts.

Consumer decision making

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Liling liu

MAR 100 – B050

Professor Buckler

November 19,  2023

      Relocating to Salt Lake City brought with it the excitement of exploring new culinary landscapes. As someone with a profound appreciation for high-quality dining experiences, I embarked on a quest to find the perfect Italian restaurant in my new city. This paper narrates my journey, reflective of the consumer decision-making process, as I navigated through various choices to satiate my craving for Italian cuisine.

Recognizing the Need

      My quest began with a simple yet compelling need: to find an Italian restaurant that not only offered exceptional food but also boasted a delightful dining environment. As a consumer who values both taste and ambiance, my preference leaned towards an upscale, fine-dining experience. This need became the driving force behind my exploration.

Information Search

      The first step was to scour through reliable sources for potential options. Turning to popular review platforms such as Google Reviews and social media, I sought restaurants renowned for their culinary excellence and inviting atmosphere. This search led me to uncover several enticing prospects: Sicilia Mia, Caffe Molise, Osteria Amore, Valter’s Osteria, and Settebello Pizzeria Napoletana. Each establishment presented its unique charm, reflected through customer reviews and star ratings.

Evaluation of Alternatives

      The decision-making process intensified as I delved deeper into evaluating each restaurant. Sicilia Mia (4.6 stars, 1805 reviews) and Osteria Amore (4.6 stars, 796 reviews) promised authentic Italian flavors, whereas Caffe Molise (4.5 stars, 2967 reviews) and Settebello Pizzeria Napoletana (4.5 stars, 3191 reviews) were praised for their diverse menu offerings. However, it was Valter’s Osteria (4.6 stars, 1506 reviews) that truly caught my attention. Its blend of an upscale environment, rave reviews, and the promise of an exquisite culinary journey aligned perfectly with my preferences.

Purchase Decision

      My choice eventually settled on Valter’s Osteria. The deciding factors were its stellar reputation for delivering a high-end dining experience and its culinary acclaim, which resonated with my desire for a memorable meal. The decision to dine at Valter’s Osteria was a testament to its ability to meet my specific dining criteria.

Reflections and Personal Insights

      Reflecting on this experience, I realized the significant impact of personal preferences and the power of online reviews in the decision-making process. As someone new to the area, without prior exposure to local advertising, these online resources were instrumental in guiding my choice. This journey underscored the importance of thorough research and understanding one’s preferences in decision-making. It also highlighted how my priorities, such as ambiance and culinary excellence, might differ from other consumers who may value convenience or budget-friendliness more.

Conclusion

     In conclusion, my exploration into Salt Lake City’s Italian dining scene was not just about finding a place to eat; it was a journey shaped by specific needs and informed by meticulous research. This experience was a practical application of the consumer decision-making process, revealing the intricate layers of consumer behavior and the diverse factors that influence our choices. As I enjoyed my meal at Valter’s Osteria, I not only indulged in delightful Italian cuisine but also gained a deeper appreciation for the nuanced process of consumer decision-making.

Ethics writing assignment

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Liling Liu

Prof. Buckley

Mar 100

Nov.5th 2023

 

Nike, Inc., established in 1964, has evolved from a modest shoe retailer into a behemoth in the sports apparel industry, valued at an impressive $30 billion. With its global presence, Nike employs over 73,000 individuals across various nations, symbolized by their iconic swoosh and the motto “Just Do It.” In today’s corporate climate, the integration of ethics, social responsibility, and sustainable practices is not just expected but demanded by consumers, stakeholders, and the environment itself.

Company’s Current CSR and Ethical Efforts

Nike’s CSR approach embodies their conviction that sports have the transformative power to better the world. Their dedication is evident across multiple facets, including diversity and inclusion, community engagement, and environmental sustainability.

Philanthropy

Nike has shown a strong commitment to charitable efforts, notably through donations exceeding $149 million, focusing on empowering women, girls, and addressing racial inequality.

Energy Conservation

Nike’s pursuit of reducing their energy footprint led to a nearly 40% decrease in greenhouse gas emissions in owned or operated facilities from FY21 to FY22, with 93% of these facilities now powered by renewable electricity.

Sustainable Supply Chains

With initiatives like the Supplier Climate Action Program, Nike is steering towards carbon neutrality, utilizing sustainable materials across 59% of their clothing lines and piloting eco-friendlier packaging solutions.

Reducing Carbon Footprint

Innovations such as Nike Forward material platform reflect Nike’s commitment to reducing carbon emissions, which have been slashed by over 182,000 metric tons due to the use of environmentally preferred materials.

Fair Trade and Labor Practices

The company’s practices have come under scrutiny for alleged human rights violations. However, Nike has taken steps to improve, such as the commitment of $777 million to diverse suppliers, including those led by women, and maintaining equitable pay across genders and ethnicities.

Community Service and Volunteerism

Through the investment of time and resources, Nike has enabled over 375,000 girls to access sports and has trained over 17,000 coaches to foster inclusive sporting experiences.

Employee Relations

Nike reports a 51% representation of women in its global corporate workforce and upholds a 1:1 pay equity, reflecting significant strides in ensuring employee welfare and fair treatment.

Other Efforts

Nike’s proactive response to COVID-19 included significant donations and the adaptation of safety protocols to safeguard employees’ health and well-being.

Recommendations

Ethical Recommendations

Nike could enhance transparency in its supply chain to ensure all practices align with its ethical commitments and strengthen measures to prevent any form of labor exploitation.

Social Responsibility Recommendations

Continued investment in programs that support underrepresented communities, and furthering initiatives that foster inclusivity in sports, could amplify Nike’s social impact.

Sustainability Recommendations

Further innovation in product materials, increased use of renewable resources, and a committed strategy to address and reduce the company’s overall carbon footprint would propel Nike towards its 2025 sustainability targets.

Employee Relations

Nike should persist in its efforts to diversify its workforce, ensuring equal opportunities and a supportive work environment that fosters employee growth and satisfaction.

Conclusion

Nike’s integration of CSR, ethics, and sustainability into its business model is commendable, setting standards within the sports apparel industry. The company has made meaningful progress towards its 2025 goals, yet recognizes the journey ahead. The continuous refinement of these practices is not only a corporate mandate but a societal expectation, urging Nike to perpetually innovate and lead with responsibility. With a global community watching, Nike’s journey towards enhanced CSR, ethical, and sustainable practices is not just a corporate strategy, but a promise to future generations that every stride counts.

Dean, M. (n.d.). Nike Corporate Social Responsibility (CSR) and Sustainability. Thomasnet® – Product Sourcing and Supplier Discovery Platform – Find North American Manufacturers, Suppliers and Industrial Companies. https://www.thomasnet.com/articles/other/nike-csr/

Nike. (2022). How NIKE, Inc.’s Commitment to Progress Champions Women and Girls. About.nike.com. https://about.nike.com/en/newsroom/reports/fy22-nike-inc-impact-report

 

 

 

Liling Liu

Hi, Everyone. This is my 2nd semester in the Bmcc. I am currently majoring in business administration. My next step is to transfer to Baruch. My hobbies are going to museums and galleries. Nice to meet you in the professor Buckler’s marketing course.

 

My BMCC email is: Liling.liu57@stu.bmcc.cuny.edu

Liling Liu

Hi, Everyone. This is my 2nd semester in the Bmcc. I am currently majoring in business administration. My next step is to transfer to Baruch. My hobbies are going to museums and galleries. Nice to meet you in the professor Buckler’s marketing course.

 

My BMCC email is: Liling.liu57@stu.bmcc.cuny.edu