Page 114 - Skills Needed for Effective International Marketing: Training Implications
P. 114

RATING     PRODUCT SKILLS
                1  - 8
                           assess suitability of your products to foreign markets
                           determine appropriateness of product adaptation versus
                           standardization (e.g., use local language on product packaging)
                           analyze local brands and devise international branding strategies
                           review various classification numbering systems (e.g., SIC, HTS,
                           SITC)
                           review packaging, packing, and labeling requirements
                           secure foreign country/government approvals (product, safety,
                           environmental, and quality standards)
                           protect intellectual property rights
                           identify “what you are selling”
                           develop foreign repair and service system (warranty, repair, spare
                           parts policies)
                           evaluate and select product sourcing strategies
                           determine product life cycle strategy of the product in each market
                RATING     DISTRIBUTION SKILLS
                1  - 8
                           evaluate and select appropriate foreign market entry alternatives
                           assess and select appropriate international transportation
                           alternatives (especially where there are no existing routes)
                           evaluate and select a freight forwarder
                           develop just-in-time/ kanban inventory systems
                           evaluate environmental factors/ geography affecting physical
                           distribution
                           deal with foreign customs brokers/clearing agents
                           effectively obtain export licenses
                           assess appropriateness of joint ventures and strategic alliances
                           identify, evaluate, qualify and select foreign
                           distributors/agents/EMC/ETC
                           select, recruit, compensate, train and manage an international
                           sales force
                           balance between distribution efficiency and distribution
                           effectiveness
                RATING     PROMOTION SKILLS
                1  - 8
                           evaluate and select appropriate direct mail company
                           evaluate and select appropriate promotional mix
                           evaluate and select appropriate international advertising agency
                           evaluate and select appropriate telemarketing organization
                           evaluate and select appropriate public/ governmental relations
                           specialists
                           evaluate and select appropriate internet marketing service
                           providers
                           identify and abide by legal issues relative to foreign promotion
                           evaluate and select appropriate communication channels
                           (internationally)
                           develop promotional / presentation materials/ product literature
                           appropriately utilize U.S. State and Federal export promotion
                           programs
                           use trade shows (domestic and international) to promote
                           international trade
                           explore other promotional alternatives that may be characteristic
                           of given country















                                                     © 1998 Ralph Jagodka
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