Author Archives: Masayuki Kirsch

Week H Assignment – The Joneses

Masayuki Kirsch – Marketing Homework H

Would you categorize the way the Jones family lives as personal selling? Why or why not?

Technically I would not categorize how the Jones family lives as a personal selling. I claim this because though they do not directly sell a product, they sell a lifestyle. Furthermore, the literal definition of personal selling is “Direct, personal communication between sellers and buyers or potential buyers.” As seen in the movie, there is no direct selling; instead, it is quite the opposite, having them hint at the benefit of purchasing the product. So essentially, the family is indirectly marketing a product. If the Jones family lives were personal selling, then the face-to-face selling would be much more apparent and their intents.

What similarities do you see between the sales tactics the Jones family employs and the marketing tactics of some of your favorite brands? Give an example.

Brands like my favorites create a narrative around their product and industry. To give more clarification, Nike would associate itself with athletes who are loved (Good reputation) by the public. This has been evident recently, as companies have disbanded their relationship with Kanye West and Kyrie Irving to maintain their brand image. Like how the family fully goes to preserve their image and the products. Other instances can be seen with celebrities who are paid to wear certain products subtly without emphasizing them, not making it seem like an advertisement. This perfectly aligns with a quote in the movie “You are here to sell a lifestyle. If people want you, they will want what you got.” Companies intend to ingrain their products into a particular way of life, where it becomes normalized or the standard to acquire such products.

Based on what you read in the course materials and what you observed in this movie, do you think the way products are marketed in this movie is ethical?

The way the Joneses marketed their products was unethical due to the manipulation involved and its effects on the family and the community. This can even be seen in the end, as the lying gets to the protagonist and completely breaks him apart. Lying is unethical, and the family’s strategy involves lying to the fullest extent. Their marketing method created an unhealthy living standard for people, and we can see this play out through the family’s neighbor’s death.

How would you feel if you were friends with someone in the Jones family before you found out their secret? What about afterward?

I would be disgusted and disappointed if I discovered their secret because the friendship is inauthentic and fabricated. Everyone associated with the family has been seen to have gone through some trauma, as their intent to sell and normalize certain products can drastically affect my life. I would question other things as well. What else is fabricated? What else is attempting to replicate the same thing the family has done? It would cause some phycological damage to myself.

Shark Tank Assignment – Week G – Masayuki Kirsch

In a 1–2-page paper in your own words, describe the pitch that resonated most with you in this episode (there are four to choose from) and explain why. Then, explain the product concept as presented to the ‘sharks.’ What gap does this product fill? What process does this product make easier? Why should consumers not only want this product, but feel that they NEED it? Based on what you learned in this unit’s textbook chapter, explain how this product could be best positioned (branding, packaging, etc.) to appeal to consumers.

            Out of the four pitches, the one that resonated with me the most was the last pitch, “Pretty Rugged,” primarily due to how poorly executed the other pitches were. Another reason that the product/pitch truly resonated with me the most compared to the other previous pitches was because of how the product was presented. Tracy, the founder, has an established idea of where and in what direction the company wants to head. She has an obvious idea of thinking and recognizes what issues need to be resolved for her company to succeed. Her leadership skills were very evident, unlike other pitches that came before. I also want to mention how she smoothly transitioned as she touched on her family lineage and the significance for her passion for creating such a brand, which would make an investor more comfortable and confident in her commitment to the company.

The product doesn’t necessarily bring any super creative invention to the fashion field, though it combines unique characteristics of clothing to create something quite interesting. A waterproof fur coat is a product that would be marketable and in demand by the public, and it’s a product where customers can be maintained. I was keen on choosing the wedding dress as the pitch I liked the most. However, I don’t believe that selling something meant for rare occasions would retain customers, as dresses are valuable and would be kept by a single person for most of their life.

I don’t believe any of the products from the episode are very necessary for one to purchase; however, this pitch, I can see the idea of why it would be in high demand. Fashion completely overwhelms the world no matter the geographic location, and something comfortable and effective against liquid spills, which tends to be why clothing becomes ruined, can be argued as necessary. Other products like the human-dog bed don’t have an audience to profit off, and the idea of a human-dog bed is just not appealing.

The only issue she presents is perfectly fitted for an investor (A shark) to fill and satisfy the hole. The company needs funding as she established that her most significant issue is a proper employment structure and financing. Coming onto the show was ideal for her. With better finance and proper structuring for the business, a solid foundation will boost her recent success and build the company into something much more.

Week D Assignment – Consumer Decision Making

Masayuki Kirsch

Assignment D

As someone who has visited Salt Lake City, I can truly immerse myself in this scenario, as restaurants within the metro area have distinct attributes. As I had just landed at the airport in Salt Lake City, I found myself craving some Italian food, Which is my favorite dish. Though Salt Lake City is not known for its Italian restaurants, I must find the most authentic and appealing restaurant possible.

 

I know now what I want to eat, so the next immediate practical step for me is to search for restaurants within the vicinity I am currently within. Using applications on the Internet will help me maximize my time much more effectively. After a long flight, it was only fitting for me to feel lazy, as I had just landed in my new home city for the first time. I desire to go to a casual restaurant as being on a cramp Flight has made me tense, and preparing to dress and become so formal would not relieve such tension. I prefer something quick and easy when ordering food. Delivery was not an option as I am more siding to going out and socializing after being derived from it. I expect most Italian restaurants within the city to have similar menus and options. A crucial factor for me when deciding where to eat, Is its environment and how crowded and busy that restaurant is. Money is not an issue, and I have no price threshold. I don’t believe the money would be an issue in this scenario, as I will likely dine at a casual restaurant. 

 

Stanza Italian Bistro & Wine Bar caught my attention due to its sheer name. Wine would ease me up, along with some delicious food. This restaurant was found through Google and many filters, mainly “Cozy” and “Italian.” The restaurant has 731 reviews and 4.4 stars on Google. Reading Google reviews hopefully ensures the authenticity of these reviews, and to my expectations, they were good. The most common word used was comfortable and delicious. Judging by the photos, the formality was fitting for me. The only issue that I found was the open hours that the restaurant had, as it closes at 9 pm. I don’t have much time to spare, so I must find an alternative in case it becomes too busy and the closing hours genuinely become an issue.

 

Settebello Napoletana also caught my attention, and I found it a great alternative. This restaurant had twice as many reviews as the last option and a better overall score. The photos posted on the website seemed very casual and soothing to my taste. What stood out to me was the hours that the restaurant closes and opens, giving me more time to enjoy my food and chat with those I want to eat with. 

 

As time was winding down, I finally settled and chose Settebello Napoletana, the reason being the more lengthy time frame I have to dine, as the Bistro would feel very anxious as I would be more inclined to eat faster and leave as soon as possible. I ordered their delicious Misto Insalata and Margherita pizza, which cost around 25$. The meal was delicious, the atmosphere was vibrant, and I could connect with the new city I was residing in. I am very satisfied with my decision and will continue the same process to fill my pleasure up when seeking somewhere to dine.

Week B Assignment – Masayuki Kirsch

In a 1–2-page paper and in your own words, briefly describe what this organization is doing now regarding corporate social responsibility and pursuing sustainable business practices.

Masayuki Kirsch- Social Responsibility

Week B Assignment – Marketing 100

Nike is the most recognized and widespread sports brand globally, with a global brand value of approximately 30$ Billion in 2021. Being a consumer of their products for nearly my whole life, I am familiar with how Nike markets their products and branding. Sustainable business practices are when a company operates without compromising the world’s environmental circumstances, as environmentally friendly is considered sustainable. Having your business revolved around the apparel market, natural questioning of the company’s ethics regarding product safety and more is inevitable. Nike, the world’s largest apparel company, faces immense responsibility and eye-catchers in its every decision. Hence, the brand must create the best selection to enhance its social responsibility and appearance.

Nike promotes “MOVE TO ZERO” which Nike claims as its “Nike’s journey toward zero carbon and zero waste to help protect the future of the sport.” This project states that Nike will work towards minimizing Nike’s environmental footprint, creating sustainable products, and providing such products to the public. Specifically, Nike recycles old shoes and their materials and then refurbishes them to develop new footwear or gear wear, selling at a lower and affordable price. The project results have been promising: “Nike diverts more than 1 billion plastic bottles per year from landfills to create yarns for new jerseys and uppers for Flyknit shoes.” Nike also emphasizes the services and projects, as videos choreographing their mission of reducing carbon footprints have pulled in 10’s of millions of views.

Nike is popular for its contributions to local communities by constructing basketball courts. These courts also allow low-income kids to find new opportunities and gage outside. Nike has revealed a newly built basketball court in Hong Kong, known as the “Shek Lei Grind Court.” However, this court is unique as its external is roofed in Nike Grind. Nike Grind is a rubber constructed from 20,000 used pairs of sneakers. Nike stays true to its commitment and is most effective at such. Nike’s project “Move to Zero” and other recent attempts to reduce their carbon footprint have been very successful, simultaneously providing communities with affordable shoes and courts accessible for play.

Nike has created such a solid foundation that I suggest that Nike keep this process up and innovate new ways to provide more to the community. Nike should also touch upon their most significant controversy: its labor quality in China. Besides that, Nike has dramatically reduced its carbon footprint and maximized its assets to give back to the public. One last recommendation is to create small projects covering specific countries that benefit those communities.

 

 

Nike Sustainability. move to Zero. Nike.com. (n.d.). Retrieved November 6, 2022, from https://www.nike.com/sustainability

About.nike.com. (n.d.). Retrieved November 6, 2022, from https://about.nike.com/en/newsroom/releases/nike-move-to-zero-climate-change-initiative

Engle, E. (2019, September 24). Nike announces Zero Carbon & Zero waste initiative. HYPEBEAST. Retrieved November 6, 2022, from https://hypebeast.com/2019/9/nike-move-to-zero-zero-carbon-waste-info

Masayuki Kirsch

My name is Masayuki Kirsch, this is my third semester at BMCC and I am also 19 years old. My college major is business management, and interests I have are sports, art, and film. I am excited to learn, and apply new skills from this class. My BMCC email is: MASAYUKI.KIRSCH001@stu.bmcc.cuny.edu