From the given columns which of the combinations best describe the concepts of product hierarchy?(a) Need family (i) The core need that underlines the existence of a product family (b) Product family (ii) Group of items within a product line that share one of several possible forms of the product (c) Product class (iii) Group of products within the product family recognized as having a certain functional coherence (d) Product line (iv) All the product classes that can satisfy a core need with reasonable effectiveness
Only (a)-(i), (b)-(iv) and (c)-(iii) are correct
Kotler's product hierarchy runs from the broadest human need down to the specific item, and each level has a precise definition. This matching question tests those definitions, and the key marks three pairings as correct.
A need family is the core need that underlies the very existence of a product family, so (a)-(i) - it is the most basic level, the fundamental want the products serve. A product family is all the product classes that can satisfy that core need with reasonable effectiveness, so (b)-(iv) - a broad grouping of everything that meets the need. A product class is a group of products within the product family that are recognised as having a certain functional coherence, so (c)-(iii) - a narrower set sharing a common function.
These three pairings, (a)-(i), (b)-(iv) and (c)-(iii), are exactly the combination the first option lists. The other options either misassign the product family or product class descriptions or bring in the product-line definition incorrectly, so they do not match the key.
Therefore the combination that best describes the product hierarchy is only (a)-(i), (b)-(iv) and (c)-(iii).
Hence the answer is only (a)-(i), (b)-(iv) and (c)-(iii).
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