Page 80 - Skills Needed for Effective International Marketing: Training Implications
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                       seven or eight were considered to be "high"; ratings of four, five, or six were

                       considered to be "medium"; ratings of one, two, or three were considered to be


                       "low."  The three shaded matrix cells (figure 2) concentrated on skills with the six


                       lowest (on a scale of eight) possession ratings, and the five highest (on a scale

                       of eight) importance ratings.  These intervals were set with a natural weighting


                       on low possession.  The discussion related to table 3 pointed out that 73 percent

                       of the sixty-six skills were rated six or above on an eight-point Likert scale.  A


                       limitation on the skills considered to be highly important, to those rated seven or

                       eight on the eight-point Likert scale, allows this discussion to be focused on the


                       38 percent of skills with the greatest importance.  Skills were prioritized for

                       training programs based on matrix results.  Training priorities were established


                       based on the following comparisons: low possession and high importance

                       (priority 1), medium possession and high importance (priority 2), low possession


                       and medium importance (priority 3), high possession and high importance

                       (priority 4), medium possession and medium importance (priority 5), low


                       possession and low importance (priority 6), high possession and medium


                       importance (priority 7), medium possession and low importance (priority 8), and

                       finally high possession and low importance (priority 9).  The placement of


                       individual skills (numbered as in table 2) within the priority matrix cell locations

                       are detailed in figure 3.







                                                        © 1998 Ralph Jagodka
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