TECHNOLOGY
The
word technology originated from the ancient Greece through the merger of two
Greek words “techne” which means “art or craft” with Logos which means “word or
speech”.
Then,
the combination means discoursing on the arts both fine and applied (Goetz,
1985:451)
So
a simple definition for technology is that it is the systematic study of
techniques for making and doing things Osuala (1995) defined it as the
application of scientific principles in research, design, development
production, distribution and service. (miller 2005) technology involves the
utilization of scientific process and products in providing goods and services
which enhances life and human endeavors (Onuokwo, 1998). Technology can also be
defined as the application of scientific knowledge and principles to practical
tasks for development and production goods and services for mankind.
Technology innovation
Technological
innovation refers to the increase in knowledge, the improvement in skills or
the discovery of a new or improved means that extend peoples ability to achieve
a given task.
Technology can be classified as hard
technology Example Blue print, machinery, equipment and other capital goods;
while soft technology include management know-how, finance marketing and
administrative techniques. Another classification is labour intensive
technology that is where primitive technology is used in the production
processes; while capital intensive technology is when high advanced technology
is used.
The society is never static. It
continuous to change nothing is constant except change as human beings strike
to improve upon their former status therefore the marketing system must change
to take care of peoples need and societal changes which are deemed vital for
the continuity of that society. As new scraps of information ideas practices
are involved human beings and organizations are forced to introduce changes.
Unruh and Alexander (1974) see innovation as the introduction of a novel factor perceived as now by a given
people supported by a driving force and implemented as a practical advance that
deviates from established or traditional form. Miles (1973) defined innovation
as a deliberate novel specific change which is thought to be more efficacious
in accomplishing the goal of a system.
Marketing
A marketer is defined as someone who
understands and applies marking techniques in order to create build and
maintain beneficial relationship with target markets. Banker (1979) and Doyle
(1985) identified lack of marketing orientation as the major factor for
business failure.
One of the major problem facing marketing
education programme is lack of understanding and the application of marketing
concept. In a study conducted by Ogwo (1991),
This was conspicuously exposed most marketing education departments in
Nigeria universities lack adequate marketing and sales orientation and this is
reflected in their dysfunctional business behaviour against customers
satisfaction since most students after graduation lack the knowledge and still
of basic marketing ingredients-marketing research marketing segmentation,
marketing planning and control which result to poor quality products,
unawareness of competition, poor promotion, poor distribution and poor pricing
methods. This means that they are not fully market oriented and market focused.
Technology in market involves the
computer aided instruction strategy (CAIS) which involves the use
of electronic medium and recorded tapes and disk to enable the student
understand more about marketing idea concept and processes Involved in
practical operation and tasks. Today almost every facet of human endeavour
including education and marketing sector is challenged by advances in
information technology as a result marketers need to posses’ Information and Communication
Technology skills (ICT). The need to know how to use computer to input and
output data and information. The need to know how to source information from
the web the need to know how to make business contacts through the face book or
jujube marketing is advantageous in this information age.