Page 117 - Skills Needed for Effective International Marketing: Training Implications
P. 117

Skills                                           Importance Ratings
              Plan overseas market visits/ tours/ itineraries  Unimportant  1  2  3  4   5    6    7     8      Very
                                                                                             (M    )          Important

              Analyze key facts regarding political/  Unimportant  1     2    3    4     5    6    7     8      Very
              economic/ historic/ cultural trends of a                                       (M    )          Important
              country
              Develop profit repatriation plans      Unimportant   1     2    3    4     5    6    7     8      Very
                                                                                        (M    )               Important

              Analyze human resources tasks and design  Unimportant  1   2    3    4     5    6    7     8      Very
              appropriate organizational structure                                      (M    )               Important


                                                        Pricing Skills

       Ability Evaluate and select international pricing  Unimportant  1  2   3    4     5    6    7     8      Very
         to:  strategies                                                                          (M     )    Important

              Forecast profit contributions and revenue  Unimportant  1  2    3    4     5    6    7     8      Very
              related to international markets                                           (    M    )          Important

              Evaluate and select appropriate international  Unimportant  1  2  3  4     5    6    7     8      Very
              payment methods (TT, L/C, D/A, D/P, Open                                            (M     )    Important
              Account, Countertrade, Offset)
              Evaluate and select appropriate trade  Unimportant   1     2    3    4     5    6    7     8      Very
              financing programs (EXIM, SBA, CEFO,                                           (M)              Important
              credit insurance)
              Develop international quotations using a  Unimportant  1   2    3    4     5    6    7     8      Very
              variety of INCOTERMS and foreign                                               (M    )          Important
              currencies
              Understand differences between full cost and  Unimportant  1  2  3   4     5    6    7     8      Very
              incremental cost                                                               (M    )          Important

              Analyze  and  manage  “gray  market”  activity  Unimportant  1  2  3  4    5    6    7     8      Very
                                                                                   (    M     )               Important

              Utilize the most effective transfer pricing  Unimportant  1  2  3    4     5    6    7     8      Very
              practices                                                                  (    M    )          Important

              Negotiate effectively in a multicultural setting  Unimportant  1  2  3  4  5    6    7     8      Very
                                                                                                  (M     )    Important

              Determine costs associated with overseas  Unimportant  1   2    3    4     5    6    7     8      Very
              customs duties and regulations                                                 (M    )          Important

              Assess U.S. and foreign tax incentives (e.g.,  Unimportant  1  2  3  4     5    6    7     8      Very
              foreign sales corporations)                                          (         M)               Important

              Identify  and  adjust  for  customer  service  costs  Unimportant  1  2  3  4  5  6  7     8      Very
                                                                                             (M    )          Important
                                                        Product Skills

       Ability Assess suitability of your product to foreign  Unimportant  1  2  3  4    5    6    7     8      Very
         to:  markets                                                                                  (M)    Important

              Determine appropriateness of product   Unimportant   1     2    3    4     5    6    7     8      Very
              adaptation versus standardization (e.g., use                                        (M     )    Important
              local language on product packaging)



                                                     © 1998 Ralph Jagodka
   112   113   114   115   116   117   118   119   120   121   122