0743895097 MNM3713 ASSIGNMENT 1 2023
1. Identify the research design used in the following example: Experience surveys are sent
out to customers for general feedback on service.
a. Descriptive research
b. Exploratory research
c. Causal research
The theory for this question can be found on pages 100–101 of the prescribed textbook.
1 Exploratory research – Exploratory research refers to research of a more informal
nature that is done to gain better insight into general problems.
2 Causal research – This type of research is done to determine whether certain variables
have an influence on each other.
3 Descriptive research – This type of research is normally undertaken to understand the
‘who, what, where, when and how’ of a problem.
The correct answer is: Exploratory research
2. Which characteristic of services is illustrated in the following example: In order for Thabang
to receive the knee operation, he has to be in hospital at the scheduled time and date for the
surgeon to be able to complete the surgery.
a. Intangibility
b. Inseparability
c. Heterogeneity
d. Perishability
The theory for this question can be found on pages 6–9 of the prescribed textbook.
1 Intangibility – Services are performances or actions, rather than objects, and cannot
be seen, felt, tasted or touched.
2 Inseparability – Most services are sold first and then produced and consumed
at the same time. The customer is most often present while a service is being produced
and takes part in the production process.
, 0743895097 MNM3713 ASSIGNMENT 1 2023
3 Heterogeneity – Often, services are performed by different humans, which means two
services will not be precisely alike. No two customers are the same, meaning services can
also be perceived differently.
4 Perishability – Services cannot be stored, saved, resold or returned.
5 Lack of ownership – Services cannot be owned or stored by a customer like you can
store a product. Services are used or hired for a period of time.
The correct answer is: Inseparability
3. Which element of the service marketing mix is represented in this example: Maria sees an
advertisement for hair relaxing services in the local newspaper.
a. Process
b. People
c. Promotion
d. Place
The theory for this question can be found on page 10-11 of the prescribed textbook.
1 The service product
2 The price at which the service is sold
3 The promotion effort of the business
4 The place where the service is rendered to the customer
5 The process of service delivery
6 The people involved in service delivery (employees and customers)
7 The physical environment in which the service is rendered (physical evidence)
The correct answer is: Promotion
4. Certain implications result from the intangibility of services, which implication does the
following example illustrate: Eva has a massage parlour that gives the best full-body
1. Identify the research design used in the following example: Experience surveys are sent
out to customers for general feedback on service.
a. Descriptive research
b. Exploratory research
c. Causal research
The theory for this question can be found on pages 100–101 of the prescribed textbook.
1 Exploratory research – Exploratory research refers to research of a more informal
nature that is done to gain better insight into general problems.
2 Causal research – This type of research is done to determine whether certain variables
have an influence on each other.
3 Descriptive research – This type of research is normally undertaken to understand the
‘who, what, where, when and how’ of a problem.
The correct answer is: Exploratory research
2. Which characteristic of services is illustrated in the following example: In order for Thabang
to receive the knee operation, he has to be in hospital at the scheduled time and date for the
surgeon to be able to complete the surgery.
a. Intangibility
b. Inseparability
c. Heterogeneity
d. Perishability
The theory for this question can be found on pages 6–9 of the prescribed textbook.
1 Intangibility – Services are performances or actions, rather than objects, and cannot
be seen, felt, tasted or touched.
2 Inseparability – Most services are sold first and then produced and consumed
at the same time. The customer is most often present while a service is being produced
and takes part in the production process.
, 0743895097 MNM3713 ASSIGNMENT 1 2023
3 Heterogeneity – Often, services are performed by different humans, which means two
services will not be precisely alike. No two customers are the same, meaning services can
also be perceived differently.
4 Perishability – Services cannot be stored, saved, resold or returned.
5 Lack of ownership – Services cannot be owned or stored by a customer like you can
store a product. Services are used or hired for a period of time.
The correct answer is: Inseparability
3. Which element of the service marketing mix is represented in this example: Maria sees an
advertisement for hair relaxing services in the local newspaper.
a. Process
b. People
c. Promotion
d. Place
The theory for this question can be found on page 10-11 of the prescribed textbook.
1 The service product
2 The price at which the service is sold
3 The promotion effort of the business
4 The place where the service is rendered to the customer
5 The process of service delivery
6 The people involved in service delivery (employees and customers)
7 The physical environment in which the service is rendered (physical evidence)
The correct answer is: Promotion
4. Certain implications result from the intangibility of services, which implication does the
following example illustrate: Eva has a massage parlour that gives the best full-body
