Page 83 - Skills Needed for Effective International Marketing: Training Implications
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                              Table 8.  Training Priority Totals Computed by Summing Possession Values and
                                                         Importance Values



                                           Skill                    PM   PR    PV     IR    IV     TPT
                        66.  Explore other promotional alternatives that  2  3.7  62.5  6.6  44.5  107
                            may be characteristic of given country
                        61.  Identify and abide by legal issues relative  2  4.5  45  7.0   55.5   100.5
                            to foreign promotion
                          3.  Assess foreign market size and potential  2  4.7  40    7.1   58.5     98.5
                        56.  Evaluate and select appropriate         2    4.3  50     6.8   48       98
                            promotional mix
                          2.  Write and implement an international   2    4.2  53     6.5   42.5     95.5
                            marketing plan
                        44.  Evaluate and select appropriate foreign  2   4.9  36.5   7.1   58.5     95
                            market entry alternatives
                        53.  Select, recruit, compensate, train, and  2   4.7  40     6.9   52       92
                            manage an international sales force
                          8.  Adapt to foreign business practices,   2    5.2  27     7.5   65       92
                            cultural differences, and protocol
                        13.  Analyze import/export government        2    4.6  43     6.6   44.5     87.5
                            regulations (costs/risks)
                        38.  Secure foreign country/government       2    5.1  30     7.0   55.5     85.5
                            approvals (product, safety, environmental,
                            and quality standards)
                        63.  Develop promotional/presentation        2    5.3  22     7.3   61.5     83.5
                            materials/product literature
                          9.  Communicate clearly with others when   2    5.4  17     7.3   61.5     78.5
                            English is not their first language
                          1.  Evaluate the effectiveness and efficiency  2  5.1  30   6.8   48       78
                            of your international marketing activities
                        29.  Negotiate effectively in a multicultural  2  5.6  12.5   7.4   63.5     76
                            setting
                        34.  Determine appropriateness of product    2    5.6  12.5   7.2   60       72.5
                            adaptation versus standardization (e.g.,
                            use local language on product packaging)
                        52.  Identify, evaluate, qualify and select  2    5.8    7    7.4   63.5     70.5
                            foreign distributors/agents/EMC/ETC
                          6.  Develop insights concerning foreign    2    5.3  22     6.8   48       70
                            customer buying/technical decision-
                            making behaviors
                        33.  Assess suitability of your product to   2    6.3    4    7.7   66       70
                            foreign markets
                        65.  Use trade shows (domestic and           2    5.4  17     6.8   48       65
                            international) to promote international
                            trade
                        21.  Evaluate and select international pricing  2  5.7    9   7.0   55.5     64.5
                            strategies
                        62.  Evaluate and select appropriate         2    5.5  15     6.8   48       63
                            communication channels (internationally)
                        37.  Review packaging, packing, and labeling  2   5.7    9    6.9   52       61
                            requirements
                                                        © 1998 Ralph Jagodka
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