Page 33 - Skills Needed for Effective International Marketing: Training Implications
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                       information technology can provide a company with a substantial competitive

                       advantage" (Kotler, Gregor, and Rodgers 1989, 61) because of its implications

                       regarding the costs and timeliness of information sharing among multiple

                       locations around the globe.  The ability to analyze the most effective means of

                       information sharing will become increasingly vital to a firm's competitive stature

                       because the "availability of improved on-line marketing intelligence will provide

                       the information needed for the implementation of flexible marketing approaches"

                       (Lazer et al. 1990, 223).

                            The stagnating bureaucracies of today need the ability to exchange

                       "information easily throughout their organizations and maintain numerous links

                       with the global economy," which will result in "numerous small, competing

                       enterprises with limitless market information and the freedom to pursue their

                       individual interests-or what economists call 'perfect markets'" (Halal 1994, 14).

                       Skill 4.  Ability to Develop Insights
                       Concerning Foreign Individual and
                       Group Buying Behaviors

                            According to Borden (1964), a skillful marketer has keen insight into

                       individual and group behavior, can foresee changes in behavior which develop

                       in a dynamic world, and has the capacity to visualize the probable response of

                       consumers, trade, and competitors to marketing activities.  "The great quest of

                       marketing management is to understand the behavior of humans in response to

                       the stimuli to which they are subjected" (Borden 1964, 4).  This early vision of

                                                        © 1998 Ralph Jagodka
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