Interesting.. exam questions....

My 3 years of experience in how to answer uni exam quesitons is... useless.. when i get questions like this

"develope 3 product conpects for a new snack food identifying the following
i)target market for each concept
ii) consumer benefits of each concept
iii)product attributes to meet each benefit"

note.. that quesiton was 9 marks out of 100.... and thats' not it.. it kept going

"write the discussion guide for the focus group research you need to conduct" 5 marks

first of all, i can't imagine how the heck the examiner can mark thigns like that... i mean.. is there even a right answer? i mean.. ok.. i see the point of the quesitons.. it want us to think thoroughly on all issues, but during an exam just seem like a... very un-Lucy thign to do.... thank goodness for exam choices ^^