Page 92 - Skills Needed for Effective International Marketing: Training Implications
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                              The priority matrix structuring device was utilized to identify training

                       needs.  The degree of possession ratings was compared with the degree of


                       importance ratings.  International marketing training categories were established


                       based on: (1) low possession and high importance; (2) medium possession and

                       high importance; and (3) low possession and medium importance.


                              The study results indicated that, while none of the sixty-six skills fell into

                       the top training category, twenty-three skills were placed into the second training


                       category, and one was placed into the third.

                              The ten skills rated as having the highest international marketing training


                       priority were how to: (1) explore other promotional alternatives that may be

                       characteristic of a given country; (2) identify and abide by legal issues relative to


                       foreign promotion; (3) assess foreign market size and potential; (4) evaluate and

                       select appropriate promotional mix; (5) write and implement an international


                       marketing plan; (6) evaluate and select appropriate foreign market entry

                       alternatives; (7) adapt to foreign business practices, cultural differences, and


                       protocol; (8) select, recruit, compensate, train, and manage an international


                       sales force; (9) analyze import/export government regulations; and (10) secure

                       foreign country/government approvals (product, safety, environmental, and


                       quality standards).










                                                        © 1998 Ralph Jagodka
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