Page 82 - Skills Needed for Effective International Marketing: Training Implications
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                              Prioritization of skills placed within priority matrix cell locations was

                       accomplished by computing training priority totals (TPT) for each skill.  Skills


                       were assigned a possession value (PV) based on the rank order of their


                       possession rating in descending order.  Higher possession values were placed

                       on skills with lower degrees of possession.  Skills were also assigned an


                       importance value (IV) based on the rank order of their importance rating in

                       ascending order.  Higher importance values were placed on skills with higher


                       degrees of importance.  Training priority totals (TPT) were computed by

                       summing possession values and importance values.  The training priority total


                       (TPT) allowed further prioritization within priority matrix cells.  The results are

                       presented in table 8.  Please note that the original skill numbers are used, as in


                       table 2, but they appear in order of training priority totals (TPT) within priority

                       matrix cell location.


                              Training priority totals indicated that the top ten training priorities

                       concentrated on the categories of planning and operations skills (four of the top


                       ten) and promotional skills (three of the top ten).  Training priority totals also


                       indicated that the ten skills with the lowest training priorities were concentrated

                       in the category of distribution skills (five of the bottom ten).


                              No skills fell into cell one of the priority matrix; however, twenty-three

                       skills fell into cell 2 of the priority matrix, and are detailed in table 9.  Please note


                       that the original skill numbers are used, as in table 2.



                                                        © 1998 Ralph Jagodka
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