Page 116 - Skills Needed for Effective International Marketing: Training Implications
P. 116

SKILLS NEEDED FOR EFFECTIVE INTERNATIONAL MARKETING IN EXPORTING COMPANIES
     Please rate each skill by circling the number that best reflects your perception concerning degree of importance.
     If any of your ratings are outside the innerquartile range, please indicate why on the reverse side of the page.

     X = Your Previous Rating
     M =  Mean rating of all panelists
     (  ) = Central tendency of all panelists


                           Skills                                           Importance Ratings
                                             Planning and Operational Skills
       Ability Evaluate the effectiveness and efficiency of  Unimportant  1  2  3  4     5    6    7     8      Very
         to:  your international marketing activities                                         (    M     )    Important

              Write and implement an international   Unimportant   1     2    3    4     5    6    7     8      Very
              marketing plan                                                                 (M    )          Important

              Assess foreign market size and potential  Unimportant  1   2    3    4     5    6    7     8      Very
                                                                                              (    M     )    Important

              Conduct a global competitive analysis  Unimportant   1     2    3    4     5    6    7     8      Very
                                                                                   (    M          )          Important

              Utilize electronic/ library information sources  Unimportant  1  2  3  4   5    6    7     8      Very
              and computer applications                                                      (M    )          Important

              Develop insights concerning foreign customer  Unimportant  1  2  3   4     5    6    7     8      Very
              buying/ technical decision-making behaviors                                     (    M)         Important

              Assess international marketing training needs  Unimportant  1  2  3  4     5    6    7     8      Very
                                                                                         (    M    )          Important

              Adapt to foreign business practices, cultural  Unimportant  1  2  3  4     5    6    7     8      Very
              differences, and protocol                                                            (M    )    Important

              Communicate clearly with others when   Unimportant   1     2    3    4     5    6    7     8      Very
              English is not their first language                                                  (M    )    Important

              Speak a foreign language               Unimportant   1     2    3    4     5    6    7     8      Very
                                                                                        (M    )               Important

              Analyze market share within specific foreign  Unimportant  1  2  3   4     5    6    7     8      Very
              territories                                                               (M    )               Important

              Assess foreign market legal environment  Unimportant  1    2    3    4     5    6    7     8      Very
              implications                                                                   (M    )          Important

              Analyze import/export government       Unimportant   1     2    3    4     5    6    7     8      Very
              regulations (costs/risks)                                                       (    M)         Important

              Segment international markets          Unimportant   1     2    3    4     5    6    7     8      Very
                                                                                         (    M    )          Important

              Distinguish between global and multinational  Unimportant  1  2  3   4     5    6    7     8      Very
              marketing strategies                                            (    M          )               Important

              React to market opportunities quicker than  Unimportant  1  2   3    4     5    6    7     8      Very
              competitors                                                                    (M    )          Important



                                                     © 1998 Ralph Jagodka
   111   112   113   114   115   116   117   118   119   120   121