Assignment Guidelines
Step 1:

Read a press release called “Service Quality Varies in Eyebrow Tattoos and Eyelash Implants Safety Concerns over Misleading Claims of Effectiveness” posted on 16 December 2019 by the Consumer Council.

Step 2:

Refer the above press release, textbook chapters 1 and 3, and relevant lecture notes, and other relevant information. Then, assume you are the marketing manager of Vini Beauty Services Limited which provides eyebrow tattoos and eyelash implants in Hong Kong and then answer the following questions:-

(1) Analyse what ethical issues in marketing mix of each case that were complained by the customer as indicated in the above press release. Use the relevant information from the press release to support your analysis. (Also refer to Note on page 4: Ethical issues in marketing mix)

(2) Apply any four Customer Value Requirements to avoid the above identified customer’ complaints in case 1 (Q1) to be occurred in your company. State clearly which complaints are avoided and it is expected all complaints of case 1 should be addressed. (Note: Each customer value requirement must address at least one complaint.)

(3) Use the two more mature levels of Ethical (Moral Character) Development Model to elaborate how you would apply each of these levels to avoid the above identified customer’ complaints in case 2 (Q1). State clearly which complaints are avoided and it is expected all complaints of case 2 should be addressed. (Note: Each point of the levels must address at least one complaint.)

(4) According to your answer of Question (Q2), design a poster to promote the four Customer Value Requirements to your company’s customers.

Step 3: Type your answers and draw your promotional poster on a standard form given.

Step 4: All references should be properly sourced and cited. Student may receive ZERO mark if plagiarism is found (see detail on page 4 and Appendix 1).