Why marketers focus on processes such as segmenting, targeting, positioning, and differentiation?

Question

Why marketers focus on processes such as segmenting, targeting, positioning, and differentiation?

Answer 1

When marketers focus on segmenting the market, then targeting their market, then positioning their product and/or brand in the marketplace, and then ensuring that there is enough differentiation in their product (compared to the competition):  they increase their opportunities for success.  

An analogy:  It is the difference between throwing a net out over part of the ocean and hoping to catch a rainbow trout (oops, rainbow trout aren't found in the ocean - they are found in lakes). A marketer would have known where their target is located.    

Answer 2

Because without them you'll be lucky to make a sale.

Segmenting deals with what product you're selling and specifically what market (in very broad terms - like sports wear vs. specific terms like women's sports socks). Without this you won't know how to target your advertising. If you advertise sports wear on a classical music radio station you probably won't make a sale cause people that listen to those stations are usually older.

Targeting is focusing in on a specific target group. Such as Women, 25 - 35, married, single, children, high income, low income. A person who is married with kids thinks a lot differently than a college student with no worries.

Positioning is how you feel you will do against your competitors. You might have a new brand of sports sock, but do you have enough money to go head to head against Nike, Fruit of the Loom, etc. etc. Or will it cost you too much money to fight your way to the top of the pack? Or will you be happy being #10 or #15?

Differentiation is how you target your advertising. What is DIFFERENT and BETTER than your competitors? Does your sports sock soak up more moisture than theirs? Is the elastic better? Is it thicker, or thinner? etc. etc. If you are no different than them then why should people buy the product?

If you don't think through these things prior to launching an advertising campaign you will surely be wasting your money. It's tedious, but if you don't do it you'll pay a very big price.

Hope this helps!