Page 8 - Skills Needed for Effective International Marketing: Training Implications
P. 8



                                                        Problem Statement

                              The world has indeed become a smaller place.  International marketing

                       has intensified and is evident in nearly all aspects of daily life.  The shoes one

                       wears may come from Brazil, stockings from China, trousers from Taiwan, belts

                       from Korea, shirts from France, ties from Italy, and watches from Switzerland.

                       Competitive forces are no longer restricted by local regions or national

                       boundaries.  According to Toyne and Walters (1993), to be successful in today's

                       economy, companies must be simultaneously responsive to local and global

                       market conditions, within the context of being supportive of the company's own

                       overall strategies.  "The global corporation accepts for better or for worse that

                       technology drives consumers relentlessly toward the same common goals-

                       alleviation of life's burdens and the expansion of discretionary time and

                       spending power" (Levitt 1983, 99).  This is especially true in a world of

                       increasingly complex competitive structures.  Companies must resolve the

                       strategic issues of product/market scope, long-term objectives, and functional

                       policies.  International marketing skills are an important ingredient for every

                       company, whether or not it is currently involved in exporting activities (Buzzell

                       and Quelch 1987).

                                                       © 1998 Ralph Jagodka                      1
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