marketing assignment

7. Paper-based submissions are not accepted. If your report includes attachments, include all 

parts in a single document or zip-folder. 

8. The cover page of your assignment report must be self-explanatory, and shall contain 

minimum the followings: 

Course Number, date, your name, student ID and instructor’s name 

The subject of the research

The technique(s) which you are using

9. This assignment shall be written in maximum two pages (cover page and/or any additional 

material would be counted extra). The main body of the assignment shall not exceed two 

pages. The acceptable fonts are Times New Roman (size shall 11pt) and Arial (size shall be 

11pt). Line spacing must be 1.5, with 1.0 inch maximum page margins. 

10. Please pay rigorous attention to do a proper citation in writing your report. You may choose 

any standard referencing and citation method. Your instructor is obliged to check the 

validity of your referencing and origin of the material.Assignment #01

Principles of Marketing

BMKT-9103 FALL 2014

Page 2 of 2

CONCEPT:

As the marketing director of a major makeup manufacturer looking to expand, you've been directed 

to pick the U.S. target market, based purely on demographics, which will allow you to experience the 

fastest growth. You research the social forces of the marketing environment and base your decision 

on population trends and changing societal values that will generate the greatest opportunity for your 

company. 

CONCEPT REVIEW:

Describing a population according to selected characteristics such as age, gender, ethnicity, income, 

and occupation is referred to as demographics. Several organizations such as the Population 

Reference Bureau and the United Nations monitor the world population profile, while many other 

organizations such as the U.S. Census Bureau provide information about the American population.

The demographics of the world are changing. Even though the United States' proportion of the world 

population is declining, the total U.S. population is projected to increase from 310 million people in 

2010 to 373 million in 2030. This growing U.S. population is becoming older and more diverse. 

Today, there are 40 million people 65 and older; by 2030, this age group will include more than 72 

million people, or almost 20 percent of the population. 

At the same time, the structure of the American household is changing. Compared with 75% in 1960, 

today only 50% of households consist of married couples; only 25% of those married couple 

households have children, and only 10% of households have working fathers with stay-at-home 

moms. The fastest growing households are those with a single person, a single parent, or unmarried 

partners. Blended families are becoming more and more common; one of every three Americans is a 

stepparent, stepchild, stepsibling, or some other member of a blended family. 

There is a major shift in the U.S. population toward Southern and Western states, with 7 of the top 

10 most populous states bordering Mexico. Today, 30 percent of all Americans live in central cities, 

50 percent in suburbs, and 20 percent in rural locations. Between 2008 and 2025, the Hispanic 

population will grow to almost 20% of the U.S. population, and two-thirds of Hispanics live in Florida, 

Texas, and California. The number of Asians will double to 7% of the U.S. population, and African 

Americans will represent 13 percent. 

Regarding the changing attitudes and roles of men and women, today's Generation Y, with career 

mothers, organized sports, and the Internet, have no collective memory of the vast differences in 

buying patterns of men and women from previous generations. Increasingly, Americans value 

protecting the family, honesty, preserving the environment, and deep concern for obtaining the best 

value, even to the point of asking for discounts off of advertised rates.

Assignment Question:

1-Geographically, which region do you suggest your company target?

2-Which generational demographics will you target?

3- In which area of the state will you attempt to achieve the greatest distribution?