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 evebrow tattoos and evelash 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 I should be addressed. (Note: Each customer value requirement must address at least one complaint.) Case 3. Accidental eye contact with eyeliner tattoo ink rendered necessary for medical treatment for itchy and swollen eyes The complainant went to Beauty Parlour C for an eyeliner tattoo service, including 1 colour and 1 re-colour session for a total price of $1,850. Upon returning home after the treatment, both eyes became swollen, itchy and painful. The next day she consulted a doctor, who indicated that it might be caused by the eyeliner tattoo ink coming into contact with her eyes. She complained to the staff of Beauty Parlour C who verbally promised to provide a refund but later said they needed to seek their company's approval One week later, the manager of Beauty Parlour C contacted her and said that they had never received a similar complaint from other customers and that it might have been due to her relatively sensitive skin. The Parlour suggested that the remaining unused re-colouring service be changed to an eyebrow tattoo or other treatment. However, the complainant declined lest there would be another adverse allergic reaction. She lodged a complaint with the Council, requesting that while she had no intention to seek compensation for her medical expenses, the remaining half of the service should be refunded. le $900. Also, the complainant had paid cash for the treatment without official receipt, so the payment could be proved only in the communication records with Beauty Parlour C Beauty Parlour C explained that the charge for the eyeliner service did not divide colouring and re-colouring as 2 separate items and reiterated that no refund would be provided because of the customer's sensitive Skin but proposed changing the unused re-colouring part to another facial beauty service. The complainant was advised to pursue her case for a refund through the Small Claims Tribunal Consumers contemplating eyebrow tattoo and eyelash implant beauty services are urged to pay heed to the following Ask the service provider to explain in concrete terms on the technique used and expected effect, and never simply believe the promotional verbal sales claus Take note of the business information concerning the service provider for instance, its actual trading name and address in the supply of the service, and compare it with the promotion information on the social media platform to see if they match Ask for the receipt of the transaction particularly if payment is made in cash of electronically to individual accounts so to be able to produce documentary pool in care our dispute - Ask the service provider to explain in concrete terms on the technique used and expected effect, and never simply believe the promotional or verbal sales claims - Take note of the business information concerning the service provider for instance, its actual trading name and address the supply of the Service, and compare it with the promotion information on the social media platform to see if they match Ask for the roc h e con partici pate d in cash or ctronically to individual accounts so to be able to produce documentary proofinns fluture dispute Eyebrow s , eyeliner tattoo and eyelash plants generally for only a short period of time and require regular maintenance to retain the fore the of the service ask about the related dance detais where the food and charges cover tre maintenance, and the number of colouring or recolong sessions here and During me implant of a process the tools used of the gunor ink may conta come in contact w cu discomfort and even infection Therefore, before undertaking such beauty services care s ses me you expece sonous reaction medical help without delay CHONCE The consumer Couteserves all topicuding continent of CHOICE magad 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 evebrow tattoos and evelash 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 I should be addressed. (Note: Each customer value requirement must address at least one complaint.) Case 3. Accidental eye contact with eyeliner tattoo ink rendered necessary for medical treatment for itchy and swollen eyes The complainant went to Beauty Parlour C for an eyeliner tattoo service, including 1 colour and 1 re-colour session for a total price of $1,850. Upon returning home after the treatment, both eyes became swollen, itchy and painful. The next day she consulted a doctor, who indicated that it might be caused by the eyeliner tattoo ink coming into contact with her eyes. She complained to the staff of Beauty Parlour C who verbally promised to provide a refund but later said they needed to seek their company's approval One week later, the manager of Beauty Parlour C contacted her and said that they had never received a similar complaint from other customers and that it might have been due to her relatively sensitive skin. The Parlour suggested that the remaining unused re-colouring service be changed to an eyebrow tattoo or other treatment. However, the complainant declined lest there would be another adverse allergic reaction. She lodged a complaint with the Council, requesting that while she had no intention to seek compensation for her medical expenses, the remaining half of the service should be refunded. le $900. Also, the complainant had paid cash for the treatment without official receipt, so the payment could be proved only in the communication records with Beauty Parlour C Beauty Parlour C explained that the charge for the eyeliner service did not divide colouring and re-colouring as 2 separate items and reiterated that no refund would be provided because of the customer's sensitive Skin but proposed changing the unused re-colouring part to another facial beauty service. The complainant was advised to pursue her case for a refund through the Small Claims Tribunal Consumers contemplating eyebrow tattoo and eyelash implant beauty services are urged to pay heed to the following Ask the service provider to explain in concrete terms on the technique used and expected effect, and never simply believe the promotional verbal sales claus Take note of the business information concerning the service provider for instance, its actual trading name and address in the supply of the service, and compare it with the promotion information on the social media platform to see if they match Ask for the receipt of the transaction particularly if payment is made in cash of electronically to individual accounts so to be able to produce documentary pool in care our dispute - Ask the service provider to explain in concrete terms on the technique used and expected effect, and never simply believe the promotional or verbal sales claims - Take note of the business information concerning the service provider for instance, its actual trading name and address the supply of the Service, and compare it with the promotion information on the social media platform to see if they match Ask for the roc h e con partici pate d in cash or ctronically to individual accounts so to be able to produce documentary proofinns fluture dispute Eyebrow s , eyeliner tattoo and eyelash plants generally for only a short period of time and require regular maintenance to retain the fore the of the service ask about the related dance detais where the food and charges cover tre maintenance, and the number of colouring or recolong sessions here and During me implant of a process the tools used of the gunor ink may conta come in contact w cu discomfort and even infection Therefore, before undertaking such beauty services care s ses me you expece sonous reaction medical help without delay CHONCE The consumer Couteserves all topicuding continent of CHOICE magad