International Marketing Skill-Building Tools:
The book, Skills Needed for Effective International Marketing: Training Implications, identified sixty-six skills as being needed for effective international marketing, and were classified into five categories:
(1) planning and operational skills;
(2) pricing skills;
(3) promotional skills;
(4) product skills; and
(5) distribution skills.
Click on one of the international marketing skills below. You will be directed to a page containing links and resources specifically designed to help you build skills in that area, which includes: Articles, Trends, Best Practices, YouTube, Social Networks, Courses, Careers, Jobs, and Conferences.
International Marketing Skill-Building Resources
Download/read the eBook, then click on a link below to begin building vital international marketing skills:
International Marketing Planning and Operational Skills
- 1-01: Evaluate the effectiveness and efficiency of your international marketing activities
- 1-02: Write and implement an international marketing plan
- 1-03: Assess foreign market size and potential
- 1-04: Conduct a global competitive analysis
- 1-05: Utilize electronic/library information sources and computer applications
- 1-06: Develop insights concerning foreign customer buying/technical decision-making behaviors
- 1-07: Assess international marketing training needs
- 1-08: Adapt to foreign business practices, cultural differences, and protocol
- 1-09: Communicate clearly with others when English is not their first language
- 1-10: Speak a foreign language
- 1-11: Analyze market share within specific foreign territories
- 1-12: Assess foreign market legal environment implications
- 1-13: Analyze import/export government regulations (costs/risks)
- 1-14: Segment international markets
- 1-15: Distinguish between global and multinational marketing strategies
- 1-16: React to market opportunities quicker than competitors
- 1-17: Plan overseas market visits/tours/itineraries
- 1-18: Analyze key facts regarding political/ economic/ historic/ cultural trends of a country
- 1-19: Develop profit repatriation plans
- 1-20: Analyze human resources tasks and design appropriate organizational structure
International Pricing Skills
- 2-01: Evaluate and select international pricing strategies
- 2-02: Forecast profit contributions and revenue related to international markets
- 2-03: Evaluate and select appropriate international payment methods (TT, L/C, D/A, D/P, Open Account, Countertrade, Off-set)
- 2-04: Evaluate and select appropriate trade financing programs (EXIM, SBA, credit insurance)
- 2-05: Develop international quotations using a variety of INCOTERMS and foreign currencies
- 2-06: Understand differences between full cost and incremental cost
- 2-07: Analyze and manage "gray market" activity
- 2-08: Utilize the most effective transfer pricing practices
- 2-09: Negotiate effectively in a multicultural setting
- 2-10: Determine costs associated with overseas customs duties and regulations
- 2-11: Assess U.S. and foreign tax incentives (e.g., foreign sales corporations)
- 2-12: Identify and adjust for customer service costs
International Product Skills
- 3-01: Assess suitability of your products to foreign markets
- 3-02: Determine appropriateness of product adaptation versus standardization (e.g., use local language on product packaging)
- 3-03: Analyze local brands and devise international branding strategies
- 3-04: Review various classification numbering systems (e.g., SIC, HTS, SITC)
- 3-05: Review packaging, packing, and labeling requirements
- 3-06: Secure foreign country/government approvals (product, safety, environmental, and quality standards)
- 3-07: Protect intellectual property rights
- 3-08: Identify "what you are selling"
- 3-09: Develop foreign repair and service system (warranty, repair, spare parts policies)
- 3-10: Evaluate and select product sourcing strategies
- 3-11: Determine product life cycle strategy of the product in each market
International Distribution Skills
- 4-01: Evaluate and select appropriate foreign market entry alternatives
- 4-02: Assess and select appropriate international transportation alternatives (especially where there are no existing routes)
- 4-03: Evaluate and select a freight forwarder
- 4-04: Develop just-in-time/kanban inventory systems
- 4-05: Evaluate environmental factors/geography affecting physical distribution
- 4-06: Deal with foreign customs brokers/clearing agents
- 4-07: Effectively obtain export licenses
- 4-08: Assess appropriateness of joint ventures and strategic alliances
- 4-09: Identify, evaluate, qualify and select foreign distributors/agents/EMC/ETC
- 4-10: Select, recruit, compensate, train and manage an international sales force
- 4-11: Balance between distribution efficiency and distribution effectiveness
International Promotion Skills
- 5-01: (Obsolesced)
- 5-02: Evaluate and select appropriate promotional mix
- 5-03: Evaluate and select appropriate international advertising agency
- 5-04: (Obsolesced)
- 5-05: Evaluate and select appropriate public/governmental relations specialists
- 5-06: Evaluate and select appropriate internet marketing service providers
- 5-07: Identify and abide by legal issues relative to foreign promotion
- 5-08: Evaluate and select appropriate communication channels (internationally)
- 5-09: Develop promotional/presentation materials/product literature
- 5-10: Appropriately utilize U.S. State and Federal export promotion programs
- 5-11: Use trade shows (domestic and international) to promote international trade
- 5-12: Explore other promotional alternatives that may be characteristic of given country
