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Bentley College undergraduate admission Fall Open House

October 5, 1998


Bentley marketing majors (l to r) Jen Roberts '99 of Greenfield, NY, and Colleen Chase '99 of Kingston, Mass., assisted Perry Lowe with his presentation on new product development. (Photo: Bert Lane)
Along with an in-depth introduction to Bentley College, close to 1,500 people--including prospective students for the class of 2003 and their parents -- got a taste of Pepsi market research during Bentley's Fall Open House on Sunday, October 4.

Prospective students and their families were among the first in the country to taste test Pepsi One before it is launched nationwide later this month. Cases of the new cola were donated by the Pepsi-Cola Company of Purchase, N.Y.

Then, in presentations on how Bentley integrates information technology (IT) and real-world business practice, a session on marketing focused on new product development with Pepsi One as a case study.

Third, in sessions on IT at Bentley, the audience used cordless, hand-held Perception Analyzers to record their opinions on the new cola. Their anonymous responses were instantly computerized for analysis. The high-tech research tools, developed by Columbia Information Systems, are used in a variety of Bentley courses this year. In this case, the data collected is being reported to Pepsi, which is particularly interested in the youth and young adult market.

Among these prospective members of Bentley's Class of 2003 and their parents, the research showed that of those who preferred Pepsi One to their regular soft drink, there were an equal number of men and women. In addition, both the under 20 and over 30 age groups liked the new cola. Loyal Pepsi consumers were also amongst the strongest supporters of Pepsi One.

"This indicates quantitative support for Pepsi's strong brand equity and supports the use of the Pepsi name on all of their new products," said Perry Lowe, Bentley College professor of Marketing. Lowe, a specialist in new product development, addressed the Bentley Open House attendees on the prior launches of this and other Pepsi products worldwide, including Pepsi Max, an overseas low calorie beverage, and Pepsi XL.

The Open House demonstration is one example of Bentley's ability to work hand-in-hand with corporate partners to accelerate both student learning and the opportunity for internships and post-graduate employment.

BENTLEY UNIVERSITY is one of the nation’s leading business schools, dedicated to preparing a new kind of business leader – one with the deep technical skills, broad global perspective, and high ethical standards required to make a difference in an ever-changing world. Our rich, diverse arts and sciences program, combined with an advanced business curriculum, prepares informed professionals who make an impact in their chosen fields. Located on a classic New England campus minutes from Boston, Bentley is a dynamic community of leaders, scholars and creative thinkers. The Graduate School emphasizes the impact of technology on business practice, in offerings that include MBA and Master of Science programs, PhD programs in accountancy and in business, and customized executive education programs. The university enrolls approximately 4,100 full-time undergraduate, 140 adult part-time undergraduate, 1,430 graduate, and 43 doctoral students. Bentley is accredited by the New England Association of Schools and Colleges; AACSB International – The Association to Advance Collegiate Schools of Business; and the European Quality Improvement System, which benchmarks quality in management and business education. For more information, please visit

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