Page 66 - Skills Needed for Effective International Marketing: Training Implications
P. 66


                                                         Table 2—Continued

                        No.                                        Skill

                        35.    Analyze local brands and devise international branding strategies
                        36.    Review  various classification numbering systems (e.g., SIC, HTS, SITC)
                        37.    Review  packaging, packing, and labeling requirements
                        38.    Secure foreign country/government approvals (product, safety, environmental,
                               and quality standards)
                        39.    Protect intellectual property rights
                        40.    Identify "what you are selling"
                        41.    Develop foreign repair and service system (warranty, repair, spare parts
                        42.    Evaluate and select product sourcing strategies
                        43.    Determine product life cycle strategy of the product in each market

                          Distribution Skills
                        44.    Evaluate and select appropriate foreign market entry alternatives
                        45.    Assess and select appropriate international transportation alternatives
                               (especially where there are no existing routes)
                        46.    Evaluate and select a freight forwarder
                        47.    Develop just-in-time/kanban inventory systems
                        48.    Evaluate environmental factors/geography affecting physical distribution
                        49.    Deal with foreign customs brokers/clearing agents
                        50.    Effectively obtain export licenses
                        51.    Assess appropriateness of joint ventures and strategic alliances
                        52.    Identify, evaluate, qualify and select foreign distributors/agents/EMC/ETC
                        53.    Select, recruit, compensate, train and manage an international sales force
                        54.    Balance between distribution efficiency and distribution effectiveness

                          Promotion Skills
                        55.    Evaluate and select appropriate direct mail company
                        56.    Evaluate and select appropriate promotional mix
                        57.    Evaluate and select appropriate international advertising agency
                        58.    Evaluate and select appropriate telemarketing organization
                        59.    Evaluate and select appropriate public/governmental relations specialists
                        60.    Evaluate and select appropriate internet marketing service providers
                        61.    Identify and abide by legal issues relative to foreign promotion
                        62.    Evaluate and select appropriate communication channels (internationally)
                        63.    Develop promotional/presentation materials/product literature
                        64.    Appropriately utilize U.S. State and Federal export promotion programs
                        65.    Use trade shows (domestic and international) to promote international trade
                        66.    Explore other promotional alternatives that may be characteristic of given

                                                        © 1998 Ralph Jagodka
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