Page 86 - Skills Needed for Effective International Marketing: Training Implications
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                                         Table 9.  Skills Which Fell Into Priority Matrix Cell Two
                                               (Medium Possession and High Importance)

                                                                                          Skill
                        Skill Placed in Cell Two                                        Category       TPT
                        66.  Explore other promotional alternatives that may be     Promotion        107
                            characteristic of given country
                        61.  Identify and abide by legal issues relative to foreign  Promotion       100.5
                            promotion
                          3.  Assess foreign market size and potential              Planning &
                                                                                    operational        98.5
                        56.  Evaluate and select appropriate promotional mix        Promotion          98
                          2.  Write and implement an international marketing plan   Planning &
                                                                                    operational        95.5
                        44.  Evaluate and select appropriate foreign market entry   Distribution       95
                            alternatives
                        53.  Select, recruit, compensate, train, and manage an      Distribution       92
                            international sales force
                          8.  Adapt to foreign business practices, cultural differences, and  Planning &
                            protocol                                                operational        92
                        13.  Analyze import/export government regulations (costs/risks)  Planning &
                                                                                    operational        87.5
                        38.  Secure foreign country/government approvals (product,  Product            85.5
                            safety, environmental, and quality standards)
                        63.  Develop promotional/presentation materials/product     Promotion          83.5
                            literature
                          9.  Communicate clearly with others when English is not their  Planning &
                            first language                                          operational        78.5
                          1.  Evaluate the effectiveness and efficiency of your     Planning &
                            international marketing activities                      operational        78
                        29.  Negotiate effectively in a multicultural setting       Pricing            76
                        34.  Determine appropriateness of product adaptation versus  Product           72.5
                            standardization (e.g., use local language on product
                            packaging)
                        52.  Identify, evaluate, qualify and select foreign         Distribution       70.5
                            distributors/agents/EMC/ETC
                          6.  Develop insights concerning foreign customer          Planning &
                           buying/technical decision-making behaviors               operational        70
                        33.  Assess suitability of your product to foreign markets  Product            70
                        65.  Use trade shows (domestic and international) to promote  Promotion        65
                           international trade
                        21.  Evaluate and select international pricing strategies   Pricing            64.5
                        62.  Evaluate and select appropriate communication channels  Promotion         63
                           (internationally)
                        37.  Review packaging, packing, and labeling  requirements  Product            61
                        30.  Determine costs associated with overseas customs duties  Pricing          47.5
                          and regulations
                       Note:  TPT = Training Priority Total (Based on table 8).





                                                        © 1998 Ralph Jagodka
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