Welcome the the segment S7 Marketing and here S will refer to Set Marketing and this will be the last of these seven S's of innovative marketing. But the agenda will be to explain what Set Marketing means, I'll give you some simple examples. I'll talk about the Cross Country Implications. And finally, end up with the Cross Industry Implications. So let's get started. Hey, what is Set Marketing? Simply put Set Marketing talks about a complementarity among products. So in economics, we talked about substitutes. Well, this is exactly the opposite. These are products that don't compete against each other, but are used together. They create this complementary demand. So here are some easy and in fact, famous examples. So when marketers and when economists talk about complimentary demand. The often used example is that of Razors and Blades. So if you have these old-fashioned razors, of course, you have to use a blades and you'll often have to replace blades. You can't use one without the other and the same is true with hardware and software. And if you're like me, I have this peeve about printers, because you can't use printers of course without paper or toners. And often, the pricing reflects paper and toners being a little more expensive. Because again, we have this dependent relationship among these complementary products even though the printer might be cheaper. They make up for that by charging more especially for non substitutable toners. So from a cross country standpoint, the key question to ask is whether or not that kind of complementarity and here, I've used A1 and A1+. So, A1+ refers to that complementary product. So sticking to the printer example, we're talking about printers needing paper, printers also needing toner. So A1+ represent that. But when we're going abroad, that's still true. Because abroad with, again, the same A product, A2 in Country Two may not need or have a different dynamic between, again, the printer and the paper and the toner. Let's say, for example, that even though in our country, Country One that you have to buy a related toner. That in Country Two, that you have these enterprising [LAUGH] middlemen. That sell these refillable toners and this will impact the pricing for us. Not only for our competition, but also for us. If we were charging much higher for the related toners Because they were non-substitutable in country two because they are substitutable. There, we can't charge as much for the toner, because there's more heavy competition. There's no monopoly that we enjoy in Country One, holding true in Country Two. So that is the key question that we have to ask ourselves. If that doesn't exist, how do we replace that? And therefore, the question mark. As for Across Industry Implications here, again, we have to think about not only the relationship between A1 and A1+, but also the relationship between us and new industry use technologies, because B1 may actually replace the need for A1+. And a good example of that, of course is the digital printing. So digital products have eliminated many of the analog kind of complementarity that existed before. Now with the digital printing, it eliminates the need for paper. So again, we have to understand the whole value chain of needs that are needed in the present industry and assess how substitutable they are, given the innovations taking place in other industry for technology. So, summing up the takeaways from this segment is that we learned that many industries are not self-sufficient, but they have these intervally demand. These so-called complement and these complement can increase our wiggle room, but that can only be true for our country. So when we travel abroad, when we want to expand abroad, that kind of complementarity may not exist. So we have to really match that Noon Nopi, that complementary Noon Nopi between products across countries. And from a cross industry standpoint, we have to learn that outside industries can help usalter the complementary dynamic.