Page 85 - Skills Needed for Effective International Marketing: Training Implications
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                                                         Table 8—Continued



                                           Skill                    PM   PR    PV     IR    IV     TPT

                        41.  Develop foreign repair and service system  5  5.3  22    6.4   40       62
                            (warranty, repair, spare parts policies)
                        26.  Understand differences between full cost  5  5.3  22     6.3   37.5     59.5
                            and incremental cost
                        60.  Evaluate and select appropriate internet  5  4.1  55     4.6     4      59
                            marketing service providers
                        55.  Evaluate and select appropriate direct  5    4.0  56     4.5   2.5      58.5
                            mail company
                        35.  Analyze local brands and devise         5    5.0  33.5   5.9   24.5     58
                            international branding strategies
                        43.  Determine product life cycle strategy of  5  4.9  36.6   5.6   20       56.5
                            the product in each market
                        47.  Develop just-in-time/kanban inventory   5    4.4  47     4.9     7      54
                            systems
                        28.  Utilize the most effective transfer pricing  5  5.0  33.5  5.6  20      53.5
                            practices
                        22.  Forecast profit contributions and revenue  5  5.3  22    6.1   31.5     53.5
                            related to international markets
                        15.  Distinguish between global and          5    4.3  50     4.5     2.5    52.5
                            multinational marketing strategies
                        51.  Assess appropriateness of joint ventures  5  5.0  33.5   5.3   15       48.5
                            and strategic alliances
                        32.  Identify and adjust for customer service  5  5.6  12.5   6.2   35       47.5
                            costs
                        42.  Evaluate and select product sourcing    5    5.3  22     5.9   24.5     46.5
                            strategies
                        45.  Assess and select appropriate           5    5.3  22     5.9   24.5     46.5
                            international transportation alternatives
                            (especially where there are no existing
                            routes)
                        17.  Plan overseas market                    5    6.0    6    6.4   40       46
                            visits/tours/itineraries
                        31.  Assess U.S. and foreign tax incentives  5    5.1  30     5.3   15       45
                            (e.g., foreign sales corporations)
                        48.  Evaluate environmental factors/geography  5  5.4  17     5.7   22       39
                            affecting physical distribution
                        50.  Effectively obtain export licenses      5    5.7     9   6.0   28       37
                        10.  Speak a foreign language                5    5.2   27    5.0     8.5    35.5
                        49.  Deal with foreign customs brokers/clearing  5  5.6  12.5  5.0    8.5    21
                            agents
                        46.  Evaluate and select a freight forwarder  7   6.6     2   5.9   24.5     26.5

                       Note:  PM=Priority Matrix cell location; PR=Possession Rating (based on eight-point Likert
                       scale); PV=Possession Value (based on degrees in descending order); IR=Importance Rating
                       (based on eight-point Likert scale); IV=Importance Value (based on degrees in ascending order);
                       TPT=Training priority total (based on PV + IV).

                                                        © 1998 Ralph Jagodka
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