The Impact of Technology on Marketing in Nigeria - 3073 Words

THE IMPACT OF TECHNOLOGY ON MARKETING IN NIGERIA BY EMMANUEL OMOBHUDE IRABOR COMPUTERS AUCHI ABSTRACT With a few exceptions, available literature tends to uphold the view that technology has become a universally relevant concept in every business organization. Some argue that a consistent and positive relationship exists between Marketing and Technology. This paper therefore, proposes that with its effects on marketing, organizations and practitioner can create a symbiotic relationship between Marketing and Technology with the ultimate objective of sustaining or improving current marketing performances of these organizations. Our focus is to examine technology (ies) and it(s) effect on marketing activities and†¦show more content†¦Technology: As the method, process, system and skill that enable an organization to acquire, analyze and use the vast amount of data involved in managing its resources and customers. The technology needs to deliver the right information about the right customer at the right time so that the business can achieve its role in managing its resource s 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 retention 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 light of changing customer needs and requirements in modern times. d. Systems: The technology should be able to provide some 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 ability to perform in a given task. Key elements such as organizational structure should support effective customer management, role identification, trainingShow MoreRelatedEssay on Hygeia Case Study735 Words   |  3 PagesWhat can Hygeia International do to create new revenue streams to take advantage of opportunities in Nigeria? To determine whether to venture into poultry production, retain current business position, or to use poultry production as a sales promotion tool to increase profit E. STATEMENT OF THE OBJECTIVES * Nigeria Expansion†¨ * Mass production of poultry using technology * Two to three years recovery of capital F. 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