The Impact of Technology on Marketing in Nigeria Essay Example for Free

The Impact of engineering on selling in Nigeria EssayWith a few exceptions, available literature tends to uphold the view that applied information has puzzle a universally relevant concept in every task organization. Some argue that a consistent and positive kind exists between trade and engine room. This writing therefore, proposes that with its resultants on selling, organizations and practitioner drop create a symbiotic relationship between selling and technology with the ultimate objective of sustaining or improving current tradeing performances of these organizations. Our focus is to examine engine room (ies) and it(s) effect on selling activities and decisions. presentationDrucker, (1980), observed that the condescension environment of the recent past has been characterized by turbulence. This has resulted on the reassessment of the growth prospects of mingled industries as well as dramatic upheavals in the relative positions of firms within these industr ies. The causes of these changes be numerous and it is by now app atomic number 18nt that a major cause of this upheaval is engineering science.Although engineering has been ignored in most traditional considerations of economic or managerial behavior, it is no longer taken for granted. It has even go up to the forefront in debates on world and national economic policies and on the future of specific industries and markets. This paper attempts to examine the issues associated with engine room in selling and its impact not so much as in terms of the quantity of work and time employed to do the work, but rather in terms of the caliber of the activity in market and its contributions.Today, marketers use technology to improve the choice of products and run offering. These juvenile and evolving technologies coupled with increase management sophistication start transformed marketing from the creative art of yesterday into a true business discipline of today. In addition, it h as resulted in inventments that pay off provided important information and opportunities that have jocked to meet customer needs and helped organizations to serve their customers better. Examples be scientific knowledge, research, inventions and innovations that result in new or improved goods and function, advances in manu eventuring technology, improvements in distribution, better pricing techniques, etc. Most recently, the profit, an extensive global mesh of computes have made the distance between marketers, suppliers, and customer even shorter than what it use to be. In essence, we will controvert technology and merging aspects as they affect marketing practices and decisions.DEFINITION OF TECHNOLOGYThe Advance Learners Dictionary exposit technology as the application of practical or mechanical experiences to industry or commerce and the methods, guess and practices governing such applications. An attempt to adopt this opinion will focus attention on machines and equi pments in business. Technology has become more abstract, and its scope more defined that earlier thought.Pareauct and McCarthy (2003) opined that technology is the application of science to convert an economys resources to output. This moreover assumes that technology in business is a conversion form that enables firms to exploit available resources in new ways. Again, we see it as the application of science in the turnout and services. This also excludes auxiliary services in business.The definition of Bateman and Sneel (1999), seems to be more appropriate to describe technology in marketing. They see technology as the methods, process, system and skills used to transform resources into products and services. This results in the commercialization of science by the systematic application of scientific knowledge to business products, process or services. middleman (2000) seems to confirm the above definition by outlining the following factors as important to technology in marketin g. They are technology, methods, process systems and skillsa.Technology As the method, process, system and skill that enable an organization to acquire, analyze and use the vast inwardness of data involved in managing its resources and customers. The technology needs to deliver the honest information about the right customer at the right time so that the business hobo achieve its role in managing its resources and customers effectively, and efficiently. b.Method For the technology to be effective there is a need for an understanding of the values, attitudes and behavior of various customers, prospects and stakeholders in the marketing process. This will help the organization to focus on such areas as the effective computer memory and acquisition of business customers for its long-term benefits.c.Process Everything should be in a series of actions directed to provide a clear and consistent process for managing customer relations needed to be developed and reviewed in the sparkle of changing customer needs and requirements in modern times. d. dusts The technology should be able to provide round interacting elements that will form a collective entity. The implementation of the plans and processes that will deliver the value proposition to customer in every transaction must be synchronized and coordinated. e.Skills The skills expected should involve special strength to perform in a given task. Key elements such as organizational structure should choke off effective customer management, role identification, training requirements for resources and employee satisfaction.The above factors are crucial to an organizations top executive to adapt to evolving technologies that may affect marketing technologies. Nickels, et al (1999), observed that technology in business has much changed names and roles over time. It started as data processing, information system, information technology virtualization and now to knowledge technology. This must have influenced Hei neke (2003) to highlight of four stages in technology development as system-centric, PC-centric, Network Centric and training Centric.Whatever the stage, the fact remains that technology in business or marketing has not decrease the amount of work but rather significantly changed the type of work performed by people in organizations. It has not replaced human labor, but induced deep and constant changes in marketing environment. As technology affects the realm of marketing, as used in everyday life, its impact increases. This impact consists in not only a shift to different type of activities in business but also an encompassing effect on marketing in terms of quality. This quality is achieved by offering more comfort to customers as well as increasing the smoothness, user friendliness and efficacy in the performance of marketing activities.Generally, as technology in marketing advances, it might be possible to foresee some more enduring trends in marketing activities. The focus would then be on future issues on how to improve the quality of products and services provided by marketing for years to come.MARKETING AND TECHNOLOGYAs stated above, technology has passed by dint of well-defined stages. The history of marketing also shows very specific phases of growth from distribution, merchandizing, salesmanship, branding, advertising, database marketing to one on one marketing (Menton 2003). There existed a symbiotic relationship between technology and marketing. For example, from the early geezerhood of transportation, coming of radio, television, to computers networks. The effect of this relationship has been the steady reduction of the distance between the firm and the consumer.All these stages were greatly influenced in part by better and faster ways of doing business. As a business activity, marketing is facing a new and more complex environment. Technology, which affects this environment, has become very dynamic and highly volatile. go overeting and te chnology have become two of the most important aspects of any modern business. They share the skills and resources that are needed to power a successful and profitable enterprise.TECHNOLOGIES AFFECTING MARKETINGTechnology has been acknowledged as one of the most dynamic factors affecting business of today. It has spawn a myriad of applications that have potentially and dramatically impacted existing markets and different participants in the marketing activities standardized final consumers, sellers, seller of complementary color service, intermediaries, information providers and business competitors. There is an unending and rapid advance in technologies that have led to astounding growth in knowledge technology.There are emerging technologies that have shown their usefulness given impressive declines in cost. The emerging and enduring technology in marketing as outlined by Shugan (2008), are i.Search and Engines The internet now provides a wide variety of services for prevaili ng websites sellers, service people, product information, archival information, messages, reviews, announcements and search engines. The search engines are integral parts of the internet as a distribution channel. They help to disseminate information about products, brands and services of many firms. They allow for selected information, narrow buyers choice, increased assortment and targeting of specific items and customers. Examples of these search engines are www.google.com, ww.yahaoo.com www.msn.com www.ask.com, etc. ii.Biometrics and Smartcards Biometric is the automated identification of a person made by comparisons of visible physiology or behavioral traits to digital template.This technology provides an effective tool for countering undesirable arbitrage and provides the ability to get wind a buyer from those only observing a buy. It also allows consumers to buy in advance and consumer later. On the different hand, smart cards are assurance cards that contain chips with information on undivided consumer. The cards allow users to both identify themselves and communicate private information. This technology has facilitated the Automated Teller Machines (ATM) and credit cards that have redefine the concept of place in marketing. ii. fluid or Wireless Access Devices This technology involves mostly the use of mobile phones and other Personal digital Assistants popularly called PDAs, to access information from the internet about products and services. Their advantage includes, ubiquity, reach ability, convenience, security and privacy and personalization. The technology includes Short Messages Services (SMS), Wireless coat Protocol (WAP), General Packet Radio Service (GPRS) and 3G a new generation of mobile service.iv.Interactive Digital Television This offers similar facilities like the internet but provided with a simpler interface that can be operated from a remote control. It allows for distribution, information and participation synergetic ness. This includes Asynchronous Transfer Mode, and Personal Communication services. v.M-Commerce and GPS Tracking Mobile commerce (M-commerce) is the use of various information and communication technologies that allow the mobile exchange of information. It includes the use of a variety of devices such as mobile phones, wireless internet, and personal digital assistants. With the Global Positioning System (GPS), these devices can enable the users to determine their precise location on the earth surface. When it is linked to communication and computational components, they can transmit, locate and do location-based computation.They can be used to identify buyers and when it is inked to inventory system, could help to find the closest outlet for a particular product or service. vi.Enhanced Computational Speed There is a remarkable increase in computing power. This has obviously spanned an enormous, number of opportunities for marketing. The increase in speed allows sellers of products and services to use sophisticated tools to analyze traditional database and continue to improve targeting strategies. These databases include information on automobiles, biomedical equipments, distribution devices, communication system, basic office equipments, etc. fear customers can now visit websites like visiting stores and even do their shopping on-line.THE IMPACT OF TECHNOLOGY ON MARKETING IN NIGERIAThe market place which is the interest of marketers is not what is use to be. Technology has shaken the keister of marketing in several(prenominal) distinct and profound ways. It has affected marketing and marketing functions in Nigeria the following ways.Technology has allowed for the personalization of direct marketing activities and effects. Postal telecommunication and electronic correspondence can now be addressed specifically to soul customers. This has put the consumers in control, by giving the power of choice to them. Consumers can now get marketing messages where they wan t them and how they want them and most importantly, if they want them at all.Again, technology has also changed the media landscape. It is the foundation for the introduction of a vast array of new media alternatives. This has increased the reach and targeting power of marketers through the evolution and development of the internet, seedcase lay outing, blogging, I-pod and mobile technology. This has made it possible for a sponsor of an advertising message to select millions of messages and narrow cast any of them to millions of different individuals. It has changed how companies communicate with their customers and made marketing more scientific in the country.Furthermore, technology has whole transformed the measurement platform. That which was once considered to be beyond the scope of quantification has bowed to the reality that everything can fact be measured no matter how challenging or complex. This has helped to capture customer trends and behaviors in databases. Marketing strategists to define new markets, segment markets and plan marketing actions then apply these databases.Technology has crested a paradigm shift in marketing, which is referred to as Customer Relationship Management (CRM). This marketing-led approach helps to combine relationship marketing, direct marketing and data based marketing to plant and sustain long-term business with customers. This seeks to form long-term committed, trusting and cooperative relationship with customers that is characterized by openness, genuine concern for the speech of high quality goods and services, responsiveness to customers. It suggests fair dealings and the marketers willingness to sacrifice short-term advantage for long-term gain. Technology provides the very foundation for effective customer relationship management in Nigeria.In addition, technology has become sustenance in a very short period and it has dramatically changed how consumers live their lives and how marketers need to address their customers. The influence of technology has grown into a macro-cultural shift in all aspects of society. This has affected the behaviors of consumer in all segments, of every society. It has helped to build product or service communities. An information gathering process that aims to access primary target groups and develop an enthusiastic community of customers for a firms products and services across the country.It has further widened the range of goods and services available to consumers and impact on companies promotion strategies. Components such as internet, CD-ROMs, etc enables buyer and sellers to interact on-line. They provide facilities that can be used to identify sales leads, conduct web-based marketers to make tough choices about how to spend marketing money and have shortened the window of time necessary to prove marketing success to business management and other stakeholders in Nigeria.An emerging definition of convenience in the country includes anytime, anywhere, any way delivery of easy to use products and services. Electronic delivery of products and services has helped to create networks of websites and customers who sell, resell and recommend products and services offerings to their friends and other customers through these facilities. This has led to affiliate marketing across Nigeria.Finally, break through in technology have enabled the marketing of service that were until recently considered impractical in the country. The digitization of data content has brought new capabilities to synergetic services and facilitated the creation of completely new classes of data. This is allowing an unimaginable quantity of information to be pumped into households via Internet, interactive devices, etc. This has facilitated the development of rich interactive services by marketers and marketing practitioners in the country.CONCLUSIONTechnology affects marketing in two basic ways, i.e new product/services and new processes of doing things in marketing. This technology is changing both the internal and external landscape of marketing. These forces of change facilitated by new and emerging technologies suggests a new emphasis of marketing as a strategic way of doing business has changed. Given this supreme of change, those responsible for marketing decisions in Nigeria must learn new ways to respond to the new business concept of survival of the fastest.REFERENCESAgbonifoh B.A. et al (2007) Marketing in Nigeria second Edition Concept, Principles and Decisions Afri Tower Books Aba-NigeriaBergen, Mark Shantanu Dutta, Steven M. 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