Individual Written Assignment Material: Case titled “AMERICAN BEAGLE OUTFITTERS: APRIL FOOL’S JOKE TURNED REALITY” (David Mothersbaugh, Delbert Hawkins, 2017)
Answer FOUR of the following questions: o
Q1. Given the unusual circumstances of American Eagle’s launch of its American Beagle line, do you feel that this April Fool’s prank was genuinely a prank was genuinely a prank-turned reality or do you think that it was actually a planned launch and American Eagle was testing the waters in a way that created consumer engagement and buzz in the marketplace? Or perhaps you have another opinion? Explain your answer.
Q2. As part of the launch, American Beagle allowed consumers to sign up for early sales before the dog apparel was released. What category of adopters would the consumers that signed up early fall into (Innovators, early adopters, early majority, late majority, or laggards)? What are some possible reasons behind American Beagle offering early sign-ups?
Q3. Describe how each of the following groups would have a different perspective on cause-related marketing. Describe how each of the following groups would have a different perspective on cause-related marketing and how they would react to the American Beagle campaign partnering with ASPCA. Consumer types: Skeptics, Balancers ,Attribution-oriented consumers Socially concerned consumers
Q4. Referring to Q3, to which of those groups of perspectives on cause-related marketing do you personally belong? Why? Explain your answer thoroughly. oQ5. Which generational group do you think would serve as the best target market for American Beagle dog apparel (Gen Z, Millennials, Generation X, Baby Boomers or Silent Generation)? Would more than one be viable? Explain your answer.
Cover, Table of Contents, References and Appendix are excluded from the total word count. Font: Arial 10 pts. Text alignment: Justified. The in-text References and the Bibliography have to be in Harvard’s citation style.
It assesses the following learning outcomes:
Outcome 1: understand the processes that guide consumer perceptions, attitudes, learning & memory and choices and behavior
Outcome 2: evaluate the different perspectives that characterize the study of consumer behavior
Outcome 3: apply theories and models of consumer behavior to the formulation of effective marketing strategy, sales and retail strategies, for marketing or consumer management
