In the fifth week, we will learn the importance of globalization and how it can help grow your company's profits. There are many things to consider when selling globally as different cultures need to be considered differently when devising a marketing strategy. If you understand how to market your products to different cultures in different countries, you can take advantage of the profits that can be made through globalization. As a marketer you need to be aware of the social norms of what is and is not accepted in different cultures. It would be unwise to think that the same TV commercial used in America can also be used in India. When you understand what different cultures value, you can use it to your advantage when marketing. The Whirlpool advertisement used in India took fourteen months of research to discover that Indian housewives value hygiene and purity. Once they understood this, they created a television advert in which they saw a girl dressed in white who stood out from the crowd "thanks to the hydromassage". When you create an advertising campaign that really makes people not hesitate whether or not to buy your product, you really put yourself in a great position to succeed. Adapting the marketing mix is ​​necessary when selling in other countries. People living in India are mostly Hindus and do not believe in eating meat. Companies like McDonalds get around this by offering chicken, fish and vegetable burgers. Sears uses globalization not only to sell its products but also to receive them. As you know, most of the products sold by Sears are made in other countries. There are garage door motors made in Mexico and clothing made in Asia. This shows how much we depend on globalization. Not much thought is given to how a product got to you when you go to your local Sears and make a purchase. Many of the Sears brands such as Craftsman and Kenmore are built in many different countries. Sears not only sells in the United States, but has stores in Canada, Mexico, and the Bahamas, just to name a few. Sears has a website for Canadian shoppers, the models on the website look Canadian, so it's not like Canadians are trying to buy things to look American.