Page 113 - Skills Needed for Effective International Marketing: Training Implications
P. 113

SKILLS NEEDED FOR EFFECTIVE INTERNATIONAL
                                       MARKETING IN EXPORTING COMPANIES

              Please rate each skill by assigning the number that best reflects your
              perception concerning degree of importance:
                          1 “Unimportant” through 8 “Very Important”

                RATING     PLANNING AND OPERATIONAL SKILLS
                1  - 8
                           evaluate the effectiveness and efficiency of your international
                           marketing activities
                           write and implement an international marketing plan
                           assess foreign market size and potential
                           conduct a global competitive analysis
                           utilize electronic/ library information sources and computer
                           applications
                           develop insights concerning foreign customer buying/ technical
                           decision-making behaviors
                           assess international marketing training needs
                           adapt to foreign business practices, cultural differences, and
                           protocol
                           communicate clearly with others when English is not their first
                           language
                           speak a foreign language
                           analyze market share within specific foreign territories
                           assess foreign market legal environment implications
                           analyze import/export government regulations (costs/risks)
                           segment international markets
                           distinguish between global and multinational marketing strategies
                           react to market opportunities quicker than competitors
                           plan overseas market visits/ tours/ itineraries
                           analyze key facts regarding political/economic/historic/cultural
                           trends of a country
                           develop profit repatriation plans
                           analyze human resources tasks and design appropriate organizational
                           structure
                RATING     PRICING SKILLS
                1  - 8
                           evaluate and select international pricing strategies
                           forecast profit contributions and revenue related to international
                           markets
                           evaluate and select appropriate international payment methods (TT,
                           L/C, D/A, D/P, Open Account, Countertrade, Off-set)
                           evaluate and select appropriate trade financing programs (EXIM,
                           SBA, CEFO,  credit insurance)
                           develop international quotations using a variety of INCOTERMS and
                           foreign currencies
                           understand differences between full cost and incremental cost
                           analyze and manage “gray market” activity
                           utilize the most effective transfer pricing practices
                           negotiate effectively in a multicultural setting
                           determine costs associated with overseas customs duties and
                           regulations
                           assess U.S. and foreign tax incentives (e.g., foreign sales
                           corporations)
                           identify and adjust for customer service costs















                                                     © 1998 Ralph Jagodka
   108   109   110   111   112   113   114   115   116   117   118