Page 74 - Skills Needed for Effective International Marketing: Training Implications
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                                 Table 6.  Practitioner Ratings of Degree of Skill Possession by Employees


                                                                                           Possession
                       Skills                                                                 Rating

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

                         Pricing Skills

                       21. Evaluate and select international pricing strategies                   6
                       22. Forecast profit contributions and revenue related to international     5
                          markets
                       23. Evaluate and select appropriate international payment methods (TT,     7
                          L/C, D/A, D/P, Open Account, Countertrade, Offset)
                       24. Evaluate and select appropriate trade financing programs (EXIM,        5
                          SBA, CEFO, credit insurance)
                       25. Develop international quotations using a variety of INCOTERMS          4
                          and foreign currencies
                       26. Understand differences between full cost and incremental cost          5
                       27. Analyze and manage "gray market" activity                              4
                       28. Utilize the most effective transfer pricing practices                  5
                       29. Negotiate effectively in a multicultural setting                       6
                       30. Determine costs associated with overseas customs duties and          6
                          regulations
                                                        © 1998 Ralph Jagodka
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