Page 77 - Skills Needed for Effective International Marketing: Training Implications
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                                                         Table 6—Continued

                                                                                           Possession
                       Skills                                                                 Rating

                       61. Identify and abide by legal issues relative to foreign promotion       5
                       62. Evaluate and select appropriate communication channels                 6
                          (internationally)
                       63. Develop promotional/presentation materials/product literature          5
                       64. Appropriately utilize U.S. State and Federal export promotion          4
                          programs
                       65. Use trade shows (domestic and international) to promote                5
                          international trade
                       66. Explore other promotional alternatives that may be characteristic of  4
                          given country

                       Note:  N=43; (1="do not possess" and 8="strongly possess").



                              Skills rated as having the ten highest and ten lowest degrees of


                       possession are detailed in table 7.  Please note that the original skill numbers

                       are used, as in table 2.


                              Of the sixty-six skills, the ten rated as having the highest degrees of


                       possession were concentrated in the categories of pricing skills (three), product

                       skills (three), and distribution skills (three).  The ten rated as having the lowest


                       degrees of possession were concentrated in the categories of promotional skills

                       (five) and planning and operational skills (three).  The category of promotional


                       skills contained none of the ten skills rated as having the highest degrees of

                       possession, yet contained five of the ten skills rated as having the lowest


                       degrees of possession.










                                                        © 1998 Ralph Jagodka
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