Page 69 - Skills Needed for Effective International Marketing: Training Implications
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                                                         Table 3—Continued

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

                      47. Develop just-in-time/kanban inventory systems      5-6       5-6      5        5
                      48. Evaluate environmental factors/geography           5-7       5-6      6        6
                         affecting physical distribution
                      49. Deal with foreign customs brokers/clearing agents    4-6     4-6      5        5
                      50. Effectively obtain export licenses                 6-7       6-7      6        6
                      51. Assess appropriateness of joint ventures and       5-6       5-6      5        5
                         strategic alliances
                      52. Identify, evaluate, qualify and select foreign     7-8       7-8      7        7
                         distributors/agents/EMC/ETC
                      53. Select, recruit, compensate, train, and manage an    7-8     7-8      7        7
                         international sales force
                      54. Balance between distribution efficiency and        6-7       6-7      6        6
                         distribution effectiveness

                        Promotion Skills
                      55. Evaluate and select appropriate direct mail        4-6       4-6      5        5
                         company
                      56. Evaluate and select appropriate promotional mix    6-8       6-8      7        7
                      57. Evaluate and select appropriate international      5-6       5-6      5        5
                         advertising agency
                      58. Evaluate and select appropriate telemarketing      3-5       3-5      4        4
                         organization
                      59. Evaluate and select appropriate                    4-6       4-5      5        5
                         public/governmental relations specialists
                      60. Evaluate and select appropriate internet marketing    4-6    4-6      5        5
                         service providers
                      61. Identify and abide by legal issues relative to     7-8      7        7         7
                         foreign promotion
                      62. Evaluate and select appropriate communication      6-8       6-8      7        7
                         channels (internationally)
                      63. Develop promotional/presentation                   7-8       7-8      7        7
                         materials/product literature
                      64. Appropriately utilize U.S. State and Federal export    6-7    6-7     6        6
                         promotion programs
                      65. Use trade shows (domestic and international) to    6-8       6-8      7        7
                         promote international trade
                      66. Explore other promotional alternatives that may be  6-7    6-7       7         7
                         characteristic of given country

                       Note:  N=28; (1="not important" through 8="very important").







                                                        © 1998 Ralph Jagodka
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