Match the items of List-I with those of List-II and indicate the code of correct matching: Codes:List-I List-II a. Core benefit i. Bed, bathroom, towel, desk and closet b. Basic product ii. Clean bed sheet c. Expected product iii. Rest and sleep
a-iii, b-i, c-ii
Concept: Kotler describes five product levels - core benefit, basic product, expected product, augmented product and potential product - each layer adding value on top of the one beneath it.
The five levels are illustrated here with a hotel-room example, and three of them must be matched. The core benefit is the fundamental need the customer is really buying - for a hotel guest, rest and sleep - so a matches iii. The basic product turns that benefit into a basic version with the minimum features expected to exist - the room with its bed, bathroom, towels, desk and closet - so b matches i. The expected product is the set of attributes the buyer normally expects when buying - such as a clean bed sheet - so c matches ii.
Example: A traveller books a room seeking rest (core), receives a furnished room (basic), and takes for granted clean linen and quiet (expected).
Option check: The core benefit can only be the intangible 'rest and sleep', which rules out options 1 and 4 that tie core to physical items; and pairing basic with a clean bed sheet rather than the room's fittings (option 2) misplaces the levels. Only a-iii, b-i, c-ii fits.
Hence the correct match is a-iii, b-i, c-ii.
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Code :
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A. Marketing Mix
B. Marketing program implementation
C. Marketing planning
D. Market research
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