FACTORS THAT INFLUENCE TRADITIONAL MARKETING

4639

Recently it has been evidenced in some literature that, ICT applications such as workflow systems, groupware systems, e-mail, and data transfer through Internet and videoconferencing may have diluted some of the traditional market functions which were used by many marketers in facilitating their day to day marketing techniques. This new way of doing business has some effects to the future market due to the different levels of technological advancement the community has.

In terms of implications for global marketing, the impact of ICT activities would have its strongest impact on product development decisions. The trend towards modular designs and the companion platform product strategy in which a firm designs a common core with different versions for different segments is likely to accelerate.1

Principally, marketing is the science of choosing target markets through market analysis and market segmentation, as well as understanding consumer buying behavior and providing superior customer value still needs a wider discussion.2 The main goal of marketing is to make profit by satisfying customer demands and needs. It is also a strategy that can make a business to grow and become powerful.

It is the market target which will define the type of marking structure the marketers might choose to adopt. However, there is an ongoing battle between these types of marketing such as traditional marketing and the marketing which utilizes the advancement of information technology in determining which is better than the other. This being the case; there is a need of identifying the advantages and disadvantages of each marketing type.

Objectives:

The main objective of this paper is to examine the impact of ICT on Traditional Marketing an