Page 87 - Skills Needed for Effective International Marketing: Training Implications

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Of the twenty-three skills placed in priority matrix cell 2, seven came from
the category of planning and operational skills, and six came from the category
of promotion skills. The remaining skills were somewhat evenly spread among
the categories of product (four skills), pricing (three) and distribution (three).
One skill fell into cell 3 of the priority matrix, and is detailed in table 10.
Please note that the original skill numbers are used, as in table 2.
Table 10. Skill Which Fell Into Priority Matrix Cell Three
(Low Possession and Medium Importance)
Skill
Skill Placed in Cell Three Category TPT
58. Evaluate and select appropriate telemarketing organization Promotion 67
Note: TPT = Training Priority Total (Based on table 8).
The only skill to be placed in training priority matrix cell three fell within
the category of promotion skills. A total of twenty-four skills was placed into cell
1, 2, or 3 in the priority matrix; based on this analysis, these areas are
considered to be high training needs.
© 1998 Ralph Jagodka
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