Page 75 - Skills Needed for Effective International Marketing: Training Implications
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                                                         Table 6—Continued

                                                                                           Possession
                       Skills                                                                 Rating
                       31. Assess U.S. and foreign tax incentives (e.g., foreign sales            5
                          corporations)
                       32. Identify and adjust for customer service costs                         6

                         Product Skills
                       33. Assess suitability of your product to foreign markets                  6
                       34. Determine appropriateness of product adaptation versus                 6
                          standardization (e.g., use local language on product packaging)
                       35. Analyze local brands and devise international branding strategies      5
                       36. Review various classification numbering systems (e.g., SIC, HTS,       4
                          SITC)
                       37. Review packaging, packing, and labeling  requirements                  6
                       38. Secure foreign country/government approvals (product, safety,          5
                          environmental, and quality standards)
                       39. Protect intellectual property rights                                   5
                       40. Identify "what you are selling"                                        7
                       41. Develop foreign repair and service system (warranty, repair, spare     5
                          parts policies)
                       42. Evaluate and select product sourcing strategies                        5
                       43. Determine product life cycle strategy of the product in each market   5

                         Distribution Skills
                       44. Evaluate and select appropriate foreign market entry alternatives      5
                       45. Assess and select appropriate international transportation             5
                          alternatives (especially where there are no existing routes)
                       46. Evaluate and select a freight forwarder                                7
                       47. Develop just-in-time/kanban inventory systems                          4
                       48. Evaluate environmental factors/geography affecting physical            5
                          distribution
                       49. Deal with foreign customs brokers/clearing agents                      6
                       50. Effectively obtain export licenses                                     6
                       51. Assess appropriateness of joint ventures and strategic alliances       5
                       52. Identify, evaluate, qualify and select foreign                         6
                          distributors/agents/EMC/ETC
                       53. Select, recruit, compensate, train, and manage an international        5
                          sales force
                       54. Balance between distribution efficiency and distribution               5
                          effectiveness

                         Promotion Skills
                       55. Evaluate and select appropriate direct mail company                    4
                       56. Evaluate and select appropriate promotional mix                        4
                       57. Evaluate and select appropriate international advertising agency       4
                       58. Evaluate and select appropriate telemarketing organization             3
                       59. Evaluate and select appropriate public/governmental relations          4
                          specialists

                                                        © 1998 Ralph Jagodka
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