Question: To prepare this TMA, students should evaluate the relative importance of the service marketing mix in a specific service industry from customers perspective. Service industries are those industries that render services as their core product. For example, this might include airlines and travel services, healthcare (dental and orthodontic; optometry and ophthalmic; radiology and diagnostic laboratories; midwifery, ante-natal and post-natal care, or any other appropriate service); education (nursery and kindergarten; schools, colleges or universities) commercial or personal banking; courier and package delivery services. Detailed TMA: Theoretical component constituting 80% of the TMA mark. In this part, students should discuss service marketing mix components and relevancy of these components in different contexts, or types of services. Students are expected to go in-depth to discuss how customers profiles, different purchase situations, service type can affect the relative importance of service marketing mix. The empirical investigation should be conducted using either quantitative (survey/ questionnaire) or qualitative (interviews) research methodology. The minimum requirement for a survey using a questionnaire is 20 respondents, while 3 to 5 respondents in case of interviews.