Sample Essay Exam 1
Questions & Answers
Instructions for Essay Questions - ANSWERSEach question is worth 10 points. Please endeavor
to write answers that are concise and to the point. You should not view these questions as an
opportunity to express the full range of your knowledge.
1. When Pillsbury introduced its Oven Lovin' cookie dough in a resealable tub, it looked like a
guaranteed success. Early focus groups raved about Oven Lovin' dough. Within months of its
introduction, the dough was available in 90 percent of the supermarkets in the U.S. Pillsbury
conducted five extensive promotions featuring the product and issued some two million
coupons. Within two years of introduction of Oven Lovin' cookie dough, the product was off the
market. The tub of dough was priced 20 cents more than Pillsbury's traditional tube of dough
and contained 10 percent less dough. Consumers didn't see the tub of cookie dough as
significantly different from the tube even though it was loaded with Hershey's chocolate chips,
Reese's Pieces, and Brach's candies. How would a better understanding of consumer behavior
have helped prevent Pillsbury from making this expensive mistake (provide specific examples)? -
ANSWERSConsumer behavior is the study of how consumers select, buy, use, and dispose of
goods and services. It is influenced by cultural, social, and personal factors. I believe that
Pillsbury could have avoided this mistake by taking the time to differentiate the tub from the
tube. They could have marketed that the tub was different from the tube because it was easier
for children to use. This would have focused on the family life cycle and appealed to parents
that wanted to involved their children in the process. I feel as though they also should have put
more emphasis on the overall value of the tub of dough. By emphasizing that the candy pieces
add value to the dough itself, consumers might have felt as though it was worth the additional
20 cents.
1. Just like any other organization, the Trappist monks at a monastery in Georgia need to
support themselves. Their initial foray into the marketplace was a bookbindery that was fairly
successful. Business at the bindery tended to slump in the fall. The brothers needed another
source of income, so they have decided to make and market fruitcakes. They've hired you to
advise them about this potential strategic move and to talk about what entry barriers they
might face. What would you tell them? - ANSWERSI think it is wise that the monks have decided
Questions & Answers
Instructions for Essay Questions - ANSWERSEach question is worth 10 points. Please endeavor
to write answers that are concise and to the point. You should not view these questions as an
opportunity to express the full range of your knowledge.
1. When Pillsbury introduced its Oven Lovin' cookie dough in a resealable tub, it looked like a
guaranteed success. Early focus groups raved about Oven Lovin' dough. Within months of its
introduction, the dough was available in 90 percent of the supermarkets in the U.S. Pillsbury
conducted five extensive promotions featuring the product and issued some two million
coupons. Within two years of introduction of Oven Lovin' cookie dough, the product was off the
market. The tub of dough was priced 20 cents more than Pillsbury's traditional tube of dough
and contained 10 percent less dough. Consumers didn't see the tub of cookie dough as
significantly different from the tube even though it was loaded with Hershey's chocolate chips,
Reese's Pieces, and Brach's candies. How would a better understanding of consumer behavior
have helped prevent Pillsbury from making this expensive mistake (provide specific examples)? -
ANSWERSConsumer behavior is the study of how consumers select, buy, use, and dispose of
goods and services. It is influenced by cultural, social, and personal factors. I believe that
Pillsbury could have avoided this mistake by taking the time to differentiate the tub from the
tube. They could have marketed that the tub was different from the tube because it was easier
for children to use. This would have focused on the family life cycle and appealed to parents
that wanted to involved their children in the process. I feel as though they also should have put
more emphasis on the overall value of the tub of dough. By emphasizing that the candy pieces
add value to the dough itself, consumers might have felt as though it was worth the additional
20 cents.
1. Just like any other organization, the Trappist monks at a monastery in Georgia need to
support themselves. Their initial foray into the marketplace was a bookbindery that was fairly
successful. Business at the bindery tended to slump in the fall. The brothers needed another
source of income, so they have decided to make and market fruitcakes. They've hired you to
advise them about this potential strategic move and to talk about what entry barriers they
might face. What would you tell them? - ANSWERSI think it is wise that the monks have decided
