Page 67 - Skills Needed for Effective International Marketing: Training Implications
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                                Table 3.  Expert Panel Importance Ratings of International Marketing Skills



                                                                           Innerquartile       Importance
                      Skills                                                  Range           Rating Means
                                                                        Round 2   Round 3   Round 2 Round 3

                      Planning and Operational Skills
                        1. Evaluate the effectiveness and efficiency of your  6-8   6-8        7         7
                         international marketing activities
                        2. Write and implement an international marketing  6-7      6-7        6         7
                         plan
                        3. Assess foreign market size and potential        6-8      7-8        7         7
                        4. Conduct a global competitive analysis           4-7      5-6        5         5
                        5. Utilize electronic/library information sources and  6-7  6-7        6         6
                         computer applications
                        6. Develop insights concerning foreign customer    6-7      6-7        7         7
                         buying/technical decision-making behaviors
                        7. Assess international marketing training needs   5-7      5-6        6         5
                        8. Adapt to foreign business practices, cultural   7-8      7-8        7         8
                         differences, and protocol
                        9. Communicate clearly with others when English is  7-8     7-8        7         7
                         not their first language
                      10. Speak a foreign language                           5-6     5-6         5       5
                      11. Analyze market share within specific foreign       5-6     5-6         5       5
                         territories
                      12. Assess foreign market legal environment            6-7     6-7         6       6
                         implications
                      13. Analyze import/export government regulations       6-7       7       7         7
                         (costs/risks)
                      14. Segment international markets                      5-7     5-6         6       6
                      15. Distinguish between global and multinational       3-6     3-6         4       5
                         marketing strategies
                      16. React to market opportunities quicker than         6-7     6-7         6       6
                         competitors
                      17. Plan overseas market visits/tours/itineraries      6-7     6-7         6       6
                      18. Analyze key facts regarding                        6-7     6-7         6       6
                         political/economic/historic/cultural trends of a
                         country
                      19. Develop profit repatriation plans                  5-6     5-6         5       5
                      20. Analyze human resources tasks and design           5-6     5-6         5       5
                         appropriate organizational structure

                        Pricing Skills

                      21. Evaluate and select international pricing strategies    7-8    7-8     7       7
                      22. Forecast profit contributions and revenue related to    5-7    6-7     6       6
                         international markets
                      23. Evaluate and select appropriate international    7-8       7-8       7         7
                         payment methods (TT, L/C, D/A, D/P, Open
                         Account, Countertrade, Offset)
                                                        © 1998 Ralph Jagodka
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