 Dear learners, today we are going to discuss on cultural dynamism in international marketing, a pragmatic approach. Look, culture is something which is very much inherent in every place. Every place has their own culture and a businessman has to adapt themselves to the different types of cultures. Like our simple anchor white toothpaste was not successful in Thailand because yellow tooth are a sign of wealthy, a sign of proper diet being available to the person. But while anchor white means you will have white toothpaste, white teeth means you are, you will be impoverished, you will be malnutrition. That's why it was not successful. Similarly, come alive. That slogan of Pepsi had flailed in Mexico because that sounded something like coming out from grave. There are so many incidents, that's why I have taken a discussion on the cultural aspects of different places for the international market. Before we go on to the international marketing, there have been different phases of globalization which led to a complete global melting pot in today's world. First, in post 1850, there was colonial dominism in every part of the world. Only through three countries are dominated and everybody was following them. Next, there had been industrial revolution and subsequently in 1929, there had been great depression. So again, there has been a complete economic downturn followed by in the mid 20th century with the two world wars and formation of the international organization and third world countries because majority of the countries had gained their independence after that and every country had tried to frame their own policies, way of functioning in their own pattern and make a way for them. But finally, it came out that the most successful was the integrated catalyst economy which presently we are living. In this case, we have a supranational economic environment and there are different factors affecting this globalization. Like demographic environment. In demographic environment we have the population, we have the longevity, we have the living style, we have the literacy. So all these things affect the test and preference of your consumers. Secondly, of course, we are concentrating on the socio-cultural environment, the different social and the cultural aspects of a place. The geographic environment from which you have to decide which type of product you have to sell. You cannot sell a simple onion in Ladakh, you have to sell them frozen onion. So this is the reason for a looking a case for the geographic environment. The terrain, the topography, the climate and everything. Economic environment is of course very much important like the per capita income, the policies, the fiscal and the monetary policies, the trade barriers and every such policies and measures of the government or the economic institutions and the technological environment. How much is, what kind of technology is there, what way you can develop the infrastructure. This is a more important part and political legal environment is another major turning stone because the recent crisis in Libya is a burning example that every company, every national had to flee from that place. So all these factors affect the external environment of an international marketer. More specifically in today's class we are discussing on the socio-cultural pattern. In socio-cultural pattern religion of course plays a very much important role. With due respect to all religion a simple example I am quoting like all the banks in which are functioning in the middle is like Standard Charter, HSBC, MX, whatever. So they have to reform their, reframe their way of functioning. They cannot charge interest for suppose you are taking a housing loan and paying interest, no because interest charging is prohibited in Iran. So they rebuy the persons, rebuy the things at a higher price and they make up for their interest. Thus the banks are also being able to function and proper respect to the religion is also there. In religion influences are taken in several parameters like status and role, social system, permissible act, specific norms and restricted activities. Status and role system plays an important area who do you have to approach to have a public opinion. You cannot build a brand equity in the same day. Who would be the brand ambassador? Maybe somebody from the society or somebody from any other celebrity, the social system. What kind of social system the organization is having? The place you will have to inculcate your social system into the social system of the organization. What type of activities are being permitted by the majority of the practice and religion of that place? The specific norms like in China there is a lighting system for different type of occasion. You have to adapt to those lighting system if you have to make a business in China. And restricted activities has to be obviously adhered to and due respect to attitude, values, cultures and colors aesthetics are also to be done by the businessman. Thus culture on the basis of these are classified into various categories starting with the first one that is specific or diffuse culture. In specific culture there are separate public and private lives. They are not bothered. The organization should be only bothered with their on the public life not with the private lives. These are practiced in countries like Sweden, Netherlands, UK. Whereas in diffuse culture there is no barrier between public and private life. They are totally transparent which are in countries like China, Nigeria, Singapore and Kuwait. Second type of cultural combination can be achievement and ascription culture. In achievement culture a person is valued more because of his competency what the skill the person is having. So competency has a higher seat over the other kind of things the person may have. These are practiced in countries like US, Canada, UK and Netherlands. Whereas in ascription culture the competency is not taken a priority. The family background or other kinds of connections take a priority over the competency. Like in countries like Egypt, Argentina, Czech, Korea and Poland. Next type of commuter can be distinguished in between individualism and communitarism. In individualism there is individual priority over the group whereas in communitarism groups is more important than the individual. Here the decision here the rights in case of individualism is taken by the individual himself. But in group consciousness is more there in the communitarism culture. Communitarism is followed in India and Japan has been a pioneer in the communitarism. We have already seen in AUCHI Z Theory France, Mexico, Egypt whereas US is always with the individualism and short term employment kind of criteria. Canada, Israel and Denmark they go with the individualism culture. Next type of cultural combination can be effective and neutral. In effective culture the person is not hesitant to reveal the innermost feeling. So there is no distinction, they are more open more transparent and more easily trustworthy like Japan, China, Hong Kong, Ethiopia and they try to take the thing as they come. Whereas in the neutral culture there is always a normative aspect that what to reveal what should not be revealed. So they tend to control their emotion carefully and maintain composer. They are not going to be affected easily with the behavior of the people which are followed in the countries generally like Egypt, Spain, Russia, Kuwait and Argentina. Next type of cultural combination depends on the time. Time is an important thing in business like those who are very much flexible about time where kind of delayed time and more with the maintaining of human relations than mating schedules are with the time synchronization culture not a time sequence. They are more with the building relation not making the exact time. So these are in case of France, Spain and Belgium but whereas US is always with the punctuality what time is allotted for what service. They take one time in one go and do one kind of activity which is a tangible asset. So there is use of time in a linear way which are followed in US, Japan and other lands. Next type of cultural combination is inner directed and outer directed culture. In inner directed culture people mostly go with what they feel from within what their conscious tells them. They don't go with the kind of demonstration effect whereas the outer directed culture is more with the demonstration effect they tend to follow their norms and practices as they see others to do. They replicate the same. These are practice in countries like Venezuela, China, Russia, Kuwait and Singapore whereas inner directed in Israel, Norway, UK, US and France they consider ideas and intuitive approaches are the best way to venture into new opportunities. From all these discussions we come down to the business culture which is our area. While in business culture there are so many things we are going to discuss some of them like what way our organization could function in an international environment. If we are to function in different countries depending upon which country we are functioning we have to go with individualism and subordination. Subordination has to be done because we will be subordinate to the people. We are organization for the people. They are not for us. Secondly individualism because we also have to create and capture our individual identity. Decision making and authority pattern are to be properly delegated, properly distributed in the organization thoroughly. Management objectives have to be clearly defined. Management by objectives and key areas are to be chopped off before we make a step in. Attitude and aspirations of the employees of the stakeholders of other people who are associated with the company are to be taken up. Of course, importance to group our power are to be properly tackled with a proper kind of formality in business dealing because some cases the business deal might fail because of informality or delay in the time schedule. And of course they spend tempo or business cycle that how much is the time synchronization or time sequence organization is adhering. And last but not the least communication dynamics is very much important to have a relationship for a lifetime with your other partners. And therefore we hit upon some of the best practices which are very much important in international market. Like there must be honesty and clarity of the offer which are proposed by international marketer. Accuracy and consistency of the performance of the quality of the service or of the goods are very much needed. There should be a clarity of representation keeping above the linguistic barriers there should not be any dispersement between the statement and the facts whatever is there. Decency to the cultural norms the specific religious and other kind of specific social attributes whatever is prevailing in that land must be respected. There should be disclosure of sponsor and intent in their contents. Accessibility for the people of that place to reach the business organization and avail that product and service and there should be solicitation with proper guy solicitation and proper handling shipping postage charges whatever kind of charges might be involved in the product must be disclosed at the time of making a deal. Thus we hit upon the thing which is known as socialized marketing practice. In socialized marketing practice we try to build up a lifetime relationship in a different land and buy for them value. Because today's world is a type with a E governance, E world. The most important area which we will be venturing in international marketing is the online advertising which is more cheaper and more accessible. So it is more important there should be ethical online advertising with proper kind of disclosure, non information bias to every kind of person who might assist our advertising. There should be information security also of the customers who might put their request and also our information security within our organization. Testimonials and endorsements are to be properly disclosed that who have done what and what extent they are satisfied including referring the source data from where we are referring to these testimonials and endorsements. Swiptics and price offer should be very clear. Guarantees special offers claims should be properly mentioned because these are the areas which try to make immediate lure. But if these are not true our customer may never return. We need to build them a lifetime relationship. We have to go with a proper kind of these things. Of course we also have to formulate these guidelines for questions for marketing to children like different countries do not allow some products to be advertised by children or some product to be sold by children. Those are to be taken care of and advanced constant marketing will also save our effort and energy that we have got the order now we will make the product and which also makes the things tailor made. By these things we can make a kind of an instrument with a cultural diaspora and have our objective being satisfied by the international environment. So that's it. Thank you.