Page 118 - Skills Needed for Effective International Marketing: Training Implications
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Skills                                           Importance Ratings
              Analyze local brands and devise international  Unimportant  1  2  3  4     5    6    7     8      Very
              branding strategies                                                            (M)              Important

              Review various classification numbering  Unimportant  1    2    3    4     5    6    7     8      Very
              systems (e.g., SIC, HTS, SITC)                                       (    M     )               Important

              Review packaging, packing, and labeling  Unimportant  1    2    3    4     5    6    7     8      Very
              requirements                                                                        (M     )    Important

              Secure foreign country/government approvals  Unimportant  1  2  3    4     5    6    7     8      Very
              (product, safety, environmental, and quality                                        (M     )    Important
              standards)
              Protect  intellectual  property  rights  Unimportant  1    2    3    4     5    6    7     8      Very
                                                                                             (M    )          Important

              Identify “what you are selling”        Unimportant   1     2    3    4     5    6    7     8      Very
                                                                                                  (M     )    Important

              Develop foreign repair and service system  Unimportant  1  2    3    4     5    6    7     8      Very
              (warranty, repair, spare parts policies)                                       (M    )          Important

              Evaluate and select product sourcing   Unimportant   1     2    3    4     5    6    7     8      Very
              strategies                                                                     (M    )          Important

              Determine product life cycle strategy of the  Unimportant  1  2  3   4     5    6    7     8      Very
              product in each market                                                     (   M)               Important

                                                      Distribution Skills

       Ability Evaluate and select appropriate foreign  Unimportant  1   2    3    4     5    6    7     8      Very
         to:  market entry alternatives                                                            (M    )    Important

              Assess and select appropriate international  Unimportant  1  2  3    4     5    6    7     8      Very
              transportation alternatives (especially where                                  (M    )          Important
              there are no existing routes)
              Evaluate  and  select  a  freight  forwarder  Unimportant  1  2  3   4     5    6    7     8      Very
                                                                                             (M    )          Important

              Develop just-in-time/ kanban inventory  Unimportant  1     2    3    4     5    6    7     8      Very
              systems                                                                   (M    )               Important

              Evaluate environmental factors/ geography  Unimportant  1  2    3    4     5    6    7     8      Very
              affecting physical distribution                                            (    M    )          Important

              Deal with foreign customs brokers/ clearing  Unimportant  1  2  3    4     5    6    7     8      Very
              agents                                                               (    M     )               Important

              Effectively obtain export licenses     Unimportant   1     2    3    4     5    6    7     8      Very
                                                                                             (M    )          Important

              Assess appropriateness of joint ventures and  Unimportant  1  2  3   4     5    6    7     8      Very
              strategic alliances                                                       (M    )               Important

              Identify, evaluate, qualify and select foreign  Unimportant  1  2  3  4    5    6    7     8      Very
              distributors/ agents/ EMC/ ETC                                                       (M    )    Important

              Select, recruit, compensate, train, and  Unimportant  1    2    3    4     5    6    7     8      Very
              manage an international sales force                                                  (M    )    Important


                                                     © 1998 Ralph Jagodka
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