Page 120 - Skills Needed for Effective International Marketing: Training Implications
P. 120

Appendix E
                                                    SKILLS NEEDED
                           FOR EFFECTIVE INTERNATIONAL MARKETING
          Directions:
          Multiple skills are involved in the international marketing process.  Because of limited time and resources,
          employees within your firm probably possess some but not all of these skills.  Your firm may contract out to obtain
          those skills not possessed by employees (i.e., your foreign distributor possesses the skill and performs the function
          on your firm’s behalf).  Please indicate to what degree employees within your firm personally possess these skills.
                         Please circle the appropriate number 1 . . . 8  [“Do Not Possess” = 1]  [8 = “Strongly Possess”]
          To what degree do employees in your firm possess the ability to:


          1] Evaluate the effectiveness and efficiency of your international   123456 78            ‰ Don’t Know
             marketing activities                                                                   ‰ Not Applicable
                                                          If rated 1, 2 or 3 - Do you contract out for this task?  ‰ Yes  ‰ No
          2] Write and implement an international marketing plan               123456 78            ‰ Don’t Know
                                                                                                    ‰ Not Applicable
                                                          If rated 1, 2 or 3 - Do you contract out for this task?  ‰ Yes  ‰ No
          3] Assess foreign market size and potential                          123456 78            ‰ Don’t Know
                                                                                                    ‰ Not Applicable
                                                          If rated 1, 2 or 3 - Do you contract out for this task?  ‰ Yes  ‰ No
          4] Conduct a global competitive analysis                             123456 78            ‰ Don’t Know
                                                                                                    ‰ Not Applicable
                                                          If rated 1, 2 or 3 - Do you contract out for this task?  ‰ Yes  ‰ No
          5] Utilize electronic/ library information sources and computer      123456 78            ‰ Don’t Know
             applications                                                                           ‰ Not Applicable
                                                          If rated 1, 2 or 3 - Do you contract out for this task?  ‰ Yes  ‰ No
          6] Develop insights concerning foreign customer buying/ technical    123456 78            ‰ Don’t Know
             decision-making behaviors                                                              ‰ Not Applicable
                                                          If rated 1, 2 or 3 - Do you contract out for this task?  ‰ Yes  ‰ No
          7] Assess international marketing training needs                     123456 78            ‰ Don’t Know
                                                                                                    ‰ Not Applicable
                                                          If rated 1, 2 or 3 - Do you contract out for this task?  ‰ Yes  ‰ No
          8] Adapt to foreign business practices, cultural differences, and    123456 78            ‰ Don’t Know
             protocol                                                                               ‰ Not Applicable
                                                          If rated 1, 2 or 3 - Do you contract out for this task?  ‰ Yes  ‰ No
          9] Communicate clearly with others when English is not their first   123456 78            ‰ Don’t Know
             language                                                                               ‰ Not Applicable
                                                          If rated 1, 2 or 3 - Do you contract out for this task?  ‰ Yes  ‰ No
          10] Speak a foreign language                                         123456 78            ‰ Don’t Know
                                                                                                    ‰ Not Applicable
                                                          If rated 1, 2 or 3 - Do you contract out for this task?  ‰ Yes  ‰ No
          11] Analyze market share within specific foreign territories         123456 78            ‰ Don’t Know
                                                                                                    ‰ Not Applicable
                                                          If rated 1, 2 or 3 - Do you contract out for this task?  ‰ Yes  ‰ No
          12] Assess foreign market legal environment implications             123456 78            ‰ Don’t Know
                                                                                                    ‰ Not Applicable
                                                          If rated 1, 2 or 3 - Do you contract out for this task?  ‰ Yes  ‰ No
          13] Analyze import/export government regulations (costs/risks)       123456 78            ‰ Don’t Know
                                                                                                    ‰ Not Applicable
                                                          If rated 1, 2 or 3 - Do you contract out for this task?  ‰ Yes  ‰ No
          14] Segment international markets                                    123456 78            ‰ Don’t Know
                                                                                                    ‰ Not Applicable
                                                          If rated 1, 2 or 3 - Do you contract out for this task?  ‰ Yes  ‰ No


                                                     © 1998 Ralph Jagodka
   115   116   117   118   119   120   121   122   123   124   125