Guidelines Step 1: Read a press release called Surge in Livestreaming e-Commerce and Online Clearance Sales

Traps Amid the Pandemic No Recourse for Payments Made to Personal Bank Accounts posted on 15 March 2022 by the Consumer Council. (PRESS RELEASE CAN BE FOUND ON GOOGLE )

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Step 2:

Refer to the above press release, textbook chapter 2 and 3, lecture notes 2 and 3, and other relevant news information. Then, assume you are the newly appointed marketing manager of LINK Online Trading Platform and answer the following questions based on the above press release.

1. (1) Analyse what ethical issues in marketing mix of case 1 and 2 that were complained by customers as indicated in the above press release. Use the relevant information from the press release to support your analysis. (Also refer to Note: Ethical issues in marketing mix).

2. (2) Apply any two examples of Product / Service Differentiation Competitive Advantage to avoid the above identified customer complaints in case 2 (Q1) to be occurred in your company. State clearly which complaints are avoided and it is expected all complaints of case 2 should be addressed. (Note: Each example of Product / Service Differentiation Competitive Advantage must address at least one complaint.)

3. (3) Use the two more mature levels of Ethical (Moral Character) Development Model to elaborate how you would apply each of these levels to ethically to avoid the identified customers complaints identified in case 1 (Q1). State clearly which complaints are avoided and it is expected all complaints of case 1 should be addressed. (Note: Each point of the levels must address at least one complaint.)