Page 119 - Skills Needed for Effective International Marketing: Training Implications
P. 119

Skills                                           Importance Ratings
              Balance between distribution efficiency and  Unimportant  1  2  3    4     5    6    7     8      Very
              distribution effectiveness                                                     (M    )          Important

                                                      Promotion Skills

       Ability Evaluate and select appropriate direct mail  Unimportant  1  2  3   4     5    6    7     8      Very
         to:  company                                                              (    M     )               Important

              Evaluate and select appropriate promotional  Unimportant  1  2  3    4     5    6    7     8      Very
              mix                                                                             (    M     )    Important

              Evaluate and select appropriate international  Unimportant  1  2  3  4     5    6    7     8      Very
              advertising agency                                                        (M    )               Important

              Evaluate and select appropriate telemarketing  Unimportant  1  2  3  4     5    6    7     8      Very
              organization                                                    (    M     )                    Important

              Evaluate and select appropriate public/  Unimportant  1    2    3    4     5    6    7     8      Very
              governmental relations specialists                                   (    M     )               Important

              Evaluate and select appropriate internet  Unimportant  1   2    3    4     5    6    7     8      Very
              marketing service providers                                          (    M     )               Important

              Identify and abide by legal issues relative to  Unimportant  1  2  3  4    5    6    7     8      Very
              foreign promotion                                                                    (M    )    Important

              Evaluate and select appropriate        Unimportant   1     2    3    4     5    6    7     8      Very
              communication channels (internationally)                                        (    M     )    Important

              Develop promotional/ presentation materials/  Unimportant  1  2  3   4     5    6    7     8      Very
              product literature                                                                   (M    )    Important

              Appropriately utilize U.S. State and Federal  Unimportant  1  2  3   4     5    6    7     8      Very
              export promotion programs                                                      (M    )          Important

              Use trade shows (domestic and international)  Unimportant  1  2  3   4     5    6    7     8      Very
              to promote international trade                                                  (    M     )    Important

              Explore other promotional alternatives that  Unimportant  1  2  3    4     5    6    7     8      Very
              may be characteristic of given country                                          (    M)         Important





























                                                     © 1998 Ralph Jagodka
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