1
00:00:13,000 --> 00:00:16,000
Ok. Marketing is now a trend.

2
00:00:16,100 --> 00:00:18,000
Almost everybody is working in it now.

3
00:00:18,500 --> 00:00:21,200
Doctors, engineers, pharmacists..

4
00:00:21,300 --> 00:00:25,700
Except maybe commerce graduates who are supposed 
to work in it. They are the only ones who 
doesn't.

5
00:00:26,200 --> 00:00:27,400
Anyway.

6
00:00:27,500 --> 00:00:32,700
Since there is a trend nowadays in this country 
and the whole world,

7
00:00:32,800 --> 00:00:37,500
we're supposed to know its meaning or at 
least its background.

8
00:00:37,600 --> 00:00:39,900
Meaning, how did marketing start?

9
00:00:40,000 --> 00:00:42,600
But before that, we need to know what is 
marketing.

10
00:00:42,700 --> 00:00:45,800
Marketing, according to Dictionary.com, is

11
00:00:45,900 --> 00:00:58,900
a set of activities starting from thinking 
of the product by the producer until its 
delivery to the consumer.

12
00:00:59,000 --> 00:01:00,300
What are these activities?

13
00:01:01,200 --> 00:01:08,200
These activities are promotion, advertising, 
and storing until delivering to the consumer.

14
00:01:08,300 --> 00:01:10,500
As for Investopedia,

15
00:01:10,600 --> 00:01:16,700
Marketing refers to activities, including 
promoting, delivering, and storing.

16
00:01:16,800 --> 00:01:25,000
Almost the same thing until the delivery 
of the product to the end consumer or the 
end business.

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00:01:25,100 --> 00:01:36,500
Then came Regis McKenna, the great marketer, 
and said: "Marketing is everything."

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00:01:36,600 --> 00:01:43,100
From thinking of the product till even after 
the client buys it.

19
00:01:43,200 --> 00:01:45,000
Ok.

20
00:01:45,100 --> 00:01:49,000
Now, we've taken a brief outline about marketing.

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00:01:49,100 --> 00:01:54,500
Let's discuss some terms without which we 
can't talk about or understand marketing.

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00:01:55,000 --> 00:01:56,000
These are ABC of marketing.

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00:01:56,100 --> 00:01:57,700
First, we have "Commercial Ads".

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Commercial ads are paid advertising which 
we all see in our life.

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00:01:59,700 --> 00:02:04,900
For example, "Here is idea, here is IKEA." 
This is a paid advertising.

26
00:02:05,000 --> 00:02:08,500
Banners in streets. All these are paid advertising.

27
00:02:09,500 --> 00:02:13,400
The second term is segmentation. What does 
it mean? Segmentation is dividing.

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For example, we divide the market into Women, 
Children and Men.

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00:02:18,000 --> 00:02:21,900
Or based on the age group, i.e. 20 - 40, 
40 - 60, 6o+ years old.

30
00:02:22,000 --> 00:02:23,500
This segmentation.

31
00:02:23,600 --> 00:02:29,400
After dividing the market, we start targeting.

32
00:02:29,500 --> 00:02:33,100
For example, I may decide to target children 
or women.

33
00:02:33,200 --> 00:02:37,800
My marketing message will be directed to 
this certain age group. This is targeting.

34
00:02:37,900 --> 00:02:43,800
Then, we have positioning or the mental image.

35
00:02:43,900 --> 00:02:46,400
Companies pay million to do this.

36
00:02:46,500 --> 00:02:52,200
For example, McDonald's is known in Egypt 
as "the Fastest Delivery in Egypt."

37
00:02:52,300 --> 00:02:56,100
They want the client to see them as "the 
Fastest Delivery in Egypt."

38
00:02:56,200 --> 00:03:00,900
If you're hungry and wants to eat quick, 
what's the first thing that'll come to your 
mind? McDonald's

39
00:03:01,000 --> 00:03:05,300
Volvo, the famous automotive company, also 
did it brilliantly.

40
00:03:05,400 --> 00:03:08,600
They say we have the highest safety rating 
around the world.

41
00:03:08,700 --> 00:03:16,000
If I think of buying a car with the highest 
safety rating, which company will come to 
my mind first?

42
00:03:16,100 --> 00:03:18,800
Volvo ... Volvo means safety.

43
00:03:18,900 --> 00:03:22,400
This is positioning, the way I want the client 
to see my brand.

44
00:03:22,500 --> 00:03:28,200
Then, we have a very important thing which 
I've almost never seen in real life though 
I have been in marketing for 8 or 9 years.

45
00:03:28,300 --> 00:03:33,000
The evergreen content or the always relevant 
content.

46
00:03:33,100 --> 00:03:34,700
What does it mean?

47
00:03:35,000 --> 00:03:40,300
It means creating something that will be 
relevant nowadays, the next generation and 
the one after that.

48
00:03:40,400 --> 00:03:42,800
And it may be still relevant after 500, 600, 
or even 1000 years.

49
00:03:42,900 --> 00:03:48,200
Of course, this is nearly impossible and 
unrealistic because ideas and mentality change 
from generation to generation.

50
00:03:48,300 --> 00:03:51,900
But keep it in mind. We'll go back to it 
later.

51
00:03:52,000 --> 00:03:58,000
Now, we'll talk about a great point, i.e. 
personal branding, which is common nowadays.

52
00:03:58,100 --> 00:04:04,300
For example, "Robert Downey Jnr. – the flamboyant 
star".

53
00:04:04,400 --> 00:04:05,300
This is personal branding.

54
00:04:05,500 --> 00:04:12,600
We no longer deal with the person as an individual, 
but as brand or a trademark.

55
00:04:12,700 --> 00:04:17,200
For examples, when I say "The Pride of Arabs", 
who is the first person that come to your 
mind? Mohamed Salah.

56
00:04:17,300 --> 00:04:20,400
"The Leader"? Adel Imam. "The Plateau"? Amr 
Diab. "The King"? Mohamed Mounir.

57
00:04:20,500 --> 00:04:22,000
They are brands.

58
00:04:22,100 --> 00:04:25,700
Cristiano Ronaldo is paid million to be photographed 
wearing a T-shirt.

59
00:04:25,800 --> 00:04:27,800
Cristiano Ronaldo is now a brand.

60
00:04:27,900 --> 00:04:29,900
This is personal branding.

61
00:04:30,000 --> 00:04:34,000
We have something called "Comparative Ads." 
What does it mean?

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00:04:34,100 --> 00:04:41,900
When two individuals go head to head. For 
example, when two friends mock each other.

63
00:04:42,000 --> 00:04:44,600
This doesn't only occur among friends, but 
also companies.

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00:04:44,700 --> 00:04:52,000
For example, BMW may publish an ad to mock 
Mercedes. Then, Mercedes responds with another 
ad.

65
00:04:52,100 --> 00:04:55,800
Another example, Burger King may publish 
an ad to mock McDonald's. Then McDonald's 
responds with an ad.

66
00:04:55,900 --> 00:04:59,100
This is called "Comparative Ads" or Advertising 
War.

67
00:04:59,200 --> 00:05:05,200
There's something called "Political Marketing."

68
00:05:05,300 --> 00:05:10,200
If I'm campaigning for elections, I may create 
a banner saying "Vote for Me."

69
00:05:10,300 --> 00:05:13,900
This is "Political Advertising".

70
00:05:14,000 --> 00:05:16,700
We witness this and see political banners 
everywhere.

71
00:05:16,800 --> 00:05:25,000
For example, Barack Obama 2008 presidential 
campaign was very powerful, and he managed 
to sweep  to victory because of his marketing.

72
00:05:28,500 --> 00:05:32,500
Now, we have something called "Market Development".

73
00:05:32,600 --> 00:05:34,400
What is "Market Development? It means opening 
new branches.

74
00:05:34,500 --> 00:05:40,900
Having a branch in Alexandria and opening 
a new one in Cairo. Or having a branch in 
Egypt and opening a new one in Lebanon.

75
00:05:41,000 --> 00:05:42,600
This is "Market Development".

76
00:05:42,700 --> 00:05:45,700
There is something called "Geographic Segmentation".

77
00:05:45,800 --> 00:05:49,700
What does "Segmentation" means? As we have 
said before, dividing the market.

78
00:05:49,800 --> 00:05:52,500
Then, what is "Geographic Segmentation"? 
Dividing the market geographically.

79
00:05:52,600 --> 00:05:57,700
For example, I can divide Egypt into Upper 
and Lower Egypt.

80
00:05:57,800 --> 00:06:01,800
This is "Geographic Segmentation", based 
on the place.

81
00:06:01,900 --> 00:06:03,700
There is something called "New Product Development".

82
00:06:03,800 --> 00:06:10,200
It means launching a new product in the market 
or launching an old product with new features.

83
00:06:10,300 --> 00:06:14,800
In '90s, there were no mobile phones in Egypt. 
Launching the mobile was product development.

84
00:06:14,900 --> 00:06:19,800
Or if the mobile is there, but we added touch 
screen to the same mobile, this will also 
be new product development.

85
00:06:19,900 --> 00:06:21,100
Ok.

86
00:06:21,200 --> 00:06:27,000
There is something called "Market Research" 
which is the research done before taking 
any decision in the market.

87
00:06:27,100 --> 00:06:30,000
For example, researching the competitors, 
the prices, etc.

88
00:06:30,100 --> 00:06:34,600
We should do comprehensive research before 
making any decision. We shouldn't make decisions 
haphazardly.

89
00:06:34,700 --> 00:06:44,700
Then, there is "Public Relations" or the 
relations with prominent figures. This is 
"Public Relations".

90
00:06:45,200 --> 00:06:50,600
Having a strong brand voice in the media 
and people to better represent the company.

91
00:06:50,700 --> 00:06:54,300
We always hear about the importance of public 
opinion. This is "Public Relations".

92
00:06:55,500 --> 00:06:57,600
So far so good, right?

93
00:06:58,700 --> 00:07:03,700
What this has to do with "Authentic Arabic"?

94
00:07:07,100 --> 00:07:19,800
[Singing] "Tell the beauty in the black veil

95
00:07:19,900 --> 00:07:33,000
Tell the beauty in the black veil, what have 
you done to the pious worshipper?

96
00:07:34,000 --> 00:07:44,500
He was rolling up his sleeves, getting ready 
for his prayers

97
00:07:44,800 --> 00:07:53,600
He was rolling up his sleeves, getting ready 
for his prayers when you stopped him at the 
door of the mosque

98
00:07:53,700 --> 00:08:03,600
Give back to him his prayer and his fasts

99
00:08:03,700 --> 00:08:10,900
Don’t kill him for the sake of the religion 
of Muhammad!"

100
00:08:11,000 --> 00:08:16,500
[Clapping]

101
00:08:16,600 --> 00:08:21,900
Of course, this is a great song. Most of 
us heard it before and sang it to our girlfriends.

102
00:08:22,000 --> 00:08:31,200
It's a very romantic and authentic song, 
right?

103
00:08:31,300 --> 00:08:33,100
It has legacy.

104
00:08:34,000 --> 00:08:44,500
The point is that this song you sang and 
heard wasn't actually a song.

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00:08:44,600 --> 00:08:49,700
This was the first paid ad in history.

106
00:08:50,200 --> 00:08:57,700
The story goes back to 1200 years ago when 
a trader went to Medina at the time of the 
Umayyad Caliphate.

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He went there with veils and scarves to sell.

108
00:09:02,100 --> 00:09:07,600
He sold all colors, except the black ones.

109
00:09:07,700 --> 00:09:10,800
He kept thinking what to do. He was there 
to do business.

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00:09:10,900 --> 00:09:14,700
He went to Abi Sa'id 'Uthman ibn Sa'id al-Darimi.

111
00:09:14,800 --> 00:09:17,500
He told him there was a good business opportunity 
for both of them.

112
00:09:17,600 --> 00:09:23,000
What's the deal? He told him he had some 
stagnant merchandise and he wanted him to 
find a solution.

113
00:09:23,100 --> 00:09:24,200
Al-Darimi asked him to give him a couple 
of hours.

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He took a couple of hours and came up with 
"Tell the beauty in the black veil".

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00:09:30,800 --> 00:09:38,500
Next day, women hurried to the market, and 
the black veils were sold out.

116
00:09:40,400 --> 00:09:45,600
This story merits careful attention. Why?

117
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Because this guy applied things we only have 
come to know in recent times, the last 10 
or 20 years.

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First, he created a "Commercial Ad" or a 
paid ad.

119
00:09:55,100 --> 00:09:57,100
Ok, this may seems normal.

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Second, he did segmentation.

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This awesome poet, who was a marketer back 
then, divided the market into men, children 
and women.

122
00:10:06,700 --> 00:10:14,100
He then targeted women to whom he wanted 
to deliver his message.

123
00:10:14,200 --> 00:10:16,400
Ok, did he stop there? No.

124
00:10:16,500 --> 00:10:18,400
He did something pure genius.

125
00:10:18,500 --> 00:10:22,000
He did positioning for which millions are 
paid nowadays.

126
00:10:22,100 --> 00:10:27,800
Brilliantly, he linked the black veil and 
the black color to beauty and seduction.

127
00:10:27,900 --> 00:10:32,500
When she wore the black color, she seduced 
him. He couldn't pray, and she left him bewildered.

128
00:10:32,600 --> 00:10:38,800
What happened is that when women see or wear 
the black color, beauty comes to their minds.

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00:10:38,900 --> 00:10:43,200
Beauty now means the black color.

130
00:10:44,100 --> 00:10:49,500
Then we come to what I've said we should 
go back to, i.e. the evergreen content, which 
I haven't seen till now.

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00:10:49,600 --> 00:10:59,100
I don't know how he did this, but he made 
us hear the ad  after 1200 years as if it 
was a song without feeling that it's an ad.

132
00:10:59,200 --> 00:11:04,000
It's still relevant and will always be, and 
we can also use it nowadays in promotion.

133
00:11:04,100 --> 00:11:06,700
This was pure genius.

134
00:11:06,800 --> 00:11:10,600
Ok, did it stop there with the Umayyad Caliphate? 
No, on the contrary.

135
00:11:10,700 --> 00:11:16,100
It goes back to the Pre-Islamic era.

136
00:11:16,200 --> 00:11:19,700
For example, we have here an ad as Al-Laithy 
says:

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00:11:19,800 --> 00:11:27,700
"Beautiful women of Dhul-Majaz in the middle 
of Mecca have very old traces."

138
00:11:27,800 --> 00:11:33,500
Dhul-Majaz was a market in the Pre-Islamic 
era, so the poet says this market is for 
beautiful women.

139
00:11:33,600 --> 00:11:36,300
He invites people to come to this market 
where they'll find very beautiful women.

140
00:11:36,400 --> 00:11:38,400
Whether you agree or not, this is not the 
point.

141
00:11:38,500 --> 00:11:43,200
This guy calls up people to come there because 
there are very beautiful women.

142
00:11:43,300 --> 00:11:46,500
There is another ad by Qais ibn al-Khatim.

143
00:11:46,600 --> 00:11:50,100
Of course, we all know that the slave trade 
was common in the Pre-Islamic era.

144
00:11:50,200 --> 00:11:51,900
Whether we agree or not, this isn't the point.

145
00:11:52,000 --> 00:11:59,600
White male and female slaves were very valuable 
because they didn't see them every day.

146
00:11:59,700 --> 00:12:03,100
The guy here promotes his merchandise saying:

147
00:12:03,200 --> 00:12:09,800
"I saw him like the sun in beauty when it 
goes up and goes down at sunset".

148
00:12:09,900 --> 00:12:13,600
He says that seeing his slave was like seeing 
the  sun coming up.

149
00:12:13,700 --> 00:12:16,400
He promotes his merchandise. He was a very 
clever guy.

150
00:12:16,500 --> 00:12:22,400
Frankly, this is a good ad, but it was outclassed 
by another poet.

151
00:12:22,500 --> 00:12:27,500
Al-Harith ibn Halza did positioning in a 
great way, saying:

152
00:12:27,600 --> 00:12:33,900
"And do recall the Dhul-Majaz pact, sealed 
with oaths and by guarantors vouched."

153
00:12:34,300 --> 00:12:40,200
He says that Dhul-Majaz Market, which we've 
talked about earlier, is especially for the 
elite and the masters.

154
00:12:40,300 --> 00:12:46,800
This guy was smart enough and studied his 
culture well enough to know that Arabs liked 
pretentiousness and pride.

155
00:12:46,900 --> 00:12:52,200
He told them to come there because it was 
the place of the elite and the masters.

156
00:12:52,300 --> 00:12:58,100
He sets in their minds that Dhul-Majaz is 
the place of the elite.

157
00:12:58,200 --> 00:12:58,900
Ok.

158
00:13:04,900 --> 00:13:09,400
Another thing did by the Arabs is "Personal 
Branding".

159
00:13:09,500 --> 00:13:12,000
As we just said, it's common these days and 
found all over the internet.

160
00:13:12,300 --> 00:13:16,900
Of course, the most famous one to do this 
is Antarah ibn Shaddad.

161
00:13:17,100 --> 00:13:24,700
He says: "I was created from mountains with 
a harder heart. Mountains may be annihilated, 
but I may not."

162
00:13:24,800 --> 00:13:30,200
Meaning, there's no body like me. Mountains 
may melt away and fall, but I'll keep standing 
and won't move.

163
00:13:31,300 --> 00:13:36,500
Now, there is a brand called Antarah all 
people fear. Ok.

164
00:13:36,600 --> 00:13:41,100
Another example of "Personal Branding" when 
Al-Mutanabbi says:

165
00:13:41,200 --> 00:13:46,300
"It is me the horses, night, and wilderness 
sure realize and the sword, spear, papers, 
and pen do likewise."

166
00:13:46,400 --> 00:13:52,500
I'm good at everything; riding horses, studying, 
swimming, etc.

167
00:13:53,700 --> 00:13:56,500
This is a very genius personal branding.

168
00:13:59,100 --> 00:13:59,800
Ok.

169
00:13:59,900 --> 00:14:06,600
Now, let's talk about "Comparative Ads", 
i.e. when two companies or two brands go 
head to head.

170
00:14:06,700 --> 00:14:10,600
We agreed that we deal with the person as 
a brand or a trademark, right?

171
00:14:10,700 --> 00:14:16,600
In the old times and until now, the most 
famous people to ridicule each other and 
go head to head were Al-Farazdaq and Jarir.

172
00:14:16,800 --> 00:14:18,400
They were from two different tribes.

173
00:14:18,500 --> 00:14:24,400
Of course, the tribe in these times was like 
the brand, the company or the profit entities 
from which its people seek support.

174
00:14:24,500 --> 00:14:27,700
Here, Al-Farazdaq ridicules Jarir, saying:

175
00:14:27,800 --> 00:14:34,400
"How many fractured aunts of yours, Jarir, 
milked my dairy animals?"

176
00:14:34,500 --> 00:14:40,600
Your family is nothing. They milk our cattle.

177
00:14:40,700 --> 00:14:43,900
Did Jarir kept silent. No, he said:

178
00:14:44,000 --> 00:14:52,000
"Look down! You're from Numair, not Ka'b 
or Kilab."

179
00:14:52,100 --> 00:14:57,700
You're from a tribe called Numair, not the 
tribe of Ka'ab or Kilab.

180
00:14:57,800 --> 00:15:03,800
These were comparative ads and clear advertising 
war between them.

181
00:15:06,600 --> 00:15:12,400
Arabs didn't stop there. They also practiced 
"Political Marketing".

182
00:15:12,500 --> 00:15:16,300
For example, Zuhayr bin Abi Sulma praises 
Haram ibn Sinan, saying:

183
00:15:16,400 --> 00:15:22,400
"Do recall the best man of Qais in pedigree, 
generosity and manner."

184
00:15:22,500 --> 00:15:29,200
"O, the sanctuary of those who seek you and 
the crown of loftiness. O, the full moon 
of this age in prestige."

185
00:15:29,300 --> 00:15:33,200
He praises the man, saying that he is the 
best one he has ever seen and the best one 
in manner.

186
00:15:33,300 --> 00:15:37,800
He is the harbor of those who seek him. Anyone 
who needs anything goes to him, and he fulfills 
his needs.

187
00:15:38,200 --> 00:15:41,100
He praises the king, and this "Political 
Advertising".

188
00:15:41,200 --> 00:15:44,500
Here, Antarah ibn Shaddad praises Khosrow, 
the King of Persia.

189
00:15:44,600 --> 00:15:48,000
Keep this part in mind because we'll go back 
to it later.

190
00:15:48,100 --> 00:15:55,200
He says: "He has the soundest opinion whenever 
adversities befall people at morning or night.

191
00:15:55,300 --> 00:16:01,400
O King, whose palms replaced the rain in 
his age."

192
00:16:01,500 --> 00:16:08,400
Meaning, he has the best and soundest opinion, 
and the best decisions are made by Khosrow.

193
00:16:08,500 --> 00:16:11,400
He also likens him to the rain because he 
was very generous.

194
00:16:11,500 --> 00:16:16,500
Of course, we'll see why Antarah did this 
and promoted him politically later on.

195
00:16:16,600 --> 00:16:18,700
Here, Al-Mutanabbi praises Saif ad-Dawla.

196
00:16:18,800 --> 00:16:21,800
In his age, Saif ad-Dawla didn't have any 
achievement.

197
00:16:21,900 --> 00:16:26,400
This man did nothing. It was only that he 
lived in the time of Al-Mutanabbi who loved 
him.

198
00:16:27,100 --> 00:16:30,200
Had it not been for Al-Mutanabbi, we wouldn't 
have known Saif ad-Dawla.

199
00:16:30,300 --> 00:16:32,600
Al-Mutanabbi says:

200
00:16:32,700 --> 00:16:38,100
"Saif ad-Dawla’s prowess makes a whole army 
heavy with anxiety; that even mighty legions 
are inadequate to bear.

201
00:16:38,200 --> 00:16:44,100
And he expects of others (the same fearlessness) 
that he expects from himself; a thing that 
even lions do not demand."

202
00:16:44,200 --> 00:16:47,500
Meaning, Saif ad-Dawla does what whole armies 
cannot do.

203
00:16:47,600 --> 00:16:51,900
Here, we can see the power of marketing from 
1200 years ago.

204
00:16:52,000 --> 00:16:56,200
It made the legacy of a man without any achievement 
get to us now because he was marketed well.

205
00:16:56,300 --> 00:16:59,800
This is the power of marketing in which Arabs 
were very creative.

206
00:16:59,900 --> 00:17:05,200
Did they stop there? No, they didn't stop 
there.

207
00:17:05,300 --> 00:17:12,600
They impressed us more with market development 
and opening new branches.

208
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Most of us know the Summer and Winter journeys.

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00:17:15,200 --> 00:17:22,800
In pre-Islamic times, people used to go on 
two trade journeys in summer and winter

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00:17:22,900 --> 00:17:26,300
They did something called "Geographic Segmentation."

211
00:17:26,400 --> 00:17:29,600
In summer, they went to the Levant.

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00:17:29,700 --> 00:17:33,200
They chose the market and did "Geographic 
segmentation".

213
00:17:33,300 --> 00:17:36,900
In summer, they went to the Levant, and in 
winter, they went to Yemen.

214
00:17:38,500 --> 00:17:45,000
These people applied a concept we only knew 
a few years ago, i.e. "New Product Development."

215
00:17:45,100 --> 00:17:50,600
They brought products which didn't exist 
in the Arabian Peninsula from the countries 
they went to.

216
00:17:50,700 --> 00:17:54,300
They also took things from the Arabian Peninsula, 
such as idols and other things, to sell in 
other countries.

217
00:17:54,400 --> 00:17:55,200
These are new products.

218
00:17:55,300 --> 00:18:01,000
For example, they brought agricultural crop 
and staple foods from the Levant to the Arabian 
Peninsula.

219
00:18:01,100 --> 00:18:05,300
They also brought spices and perfumes from 
Yemen.

220
00:18:05,400 --> 00:18:14,900
But someone might ask why they went to the 
Levant in summer and Yemen in winter.

221
00:18:15,000 --> 00:18:17,400
This is called "Market Research".

222
00:18:17,500 --> 00:18:21,500
They did research. They didn't just travel. 
No.

223
00:18:21,600 --> 00:18:23,900
They didn't jeopardize their trade for nothing. 
No.

224
00:18:24,000 --> 00:18:26,100
They studied the market to which they were 
going.

225
00:18:26,200 --> 00:18:34,500
The weather and temperature of winter in 
Yemen isn't so cold to kill them.

226
00:18:34,600 --> 00:18:39,000
The weather of summer in the Levant was cool 
and mild.

227
00:18:39,900 --> 00:18:47,000
Another reason is "Public Relations" or relations 
with important figures.

228
00:18:48,300 --> 00:18:53,500
These people had a very good relationship 
with Al-Najashi, the King of Abyssinia.

229
00:18:53,600 --> 00:18:57,100
He secured the trade route to Yemen.

230
00:18:57,400 --> 00:19:02,400
Not only that, but Yemeni merchants had a 
very good relationship with Arabs

231
00:19:02,500 --> 00:19:04,500
because they looked at them as the people 
of the House of Allah,

232
00:19:04,600 --> 00:19:07,200
so they respected them, and no body attacked 
their trade.

233
00:19:07,300 --> 00:19:09,200
They also facilitated everything for them.

234
00:19:09,300 --> 00:19:12,600
On the other side, who secured the trade 
with the Levant?

235
00:19:12,700 --> 00:19:16,700
Khosrow whom Antarah praised in his poems 
as "Political Marketing".

236
00:19:17,200 --> 00:19:19,700
He secured the trade with the Levant for 
them.

237
00:19:19,800 --> 00:19:25,300
The Levant merchants had a very good relationship 
with the people of the Arabian Peninsula

238
00:19:25,400 --> 00:19:28,000
Because they looked at them as the people 
of the House of Allah.

239
00:19:28,100 --> 00:19:32,200
This was the importance of Public Relations 
with prominent figure at that time.

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00:19:32,300 --> 00:19:39,100
We can therefore say that marketing is "Authentic 
Arabic".

241
00:19:40,300 --> 00:19:45,400
This is research we already started in the 
University in Finland to be published soon.

242
00:19:45,500 --> 00:19:46,700
Thanks.

243
00:19:46,800 --> 00:19:49,500
[Clapping]