The global marketing mix value calibration concludes with promotion strategy because marketing communication conveys the brand attributes contributed by the other global 4Ps. However, global marketing communication begins with an appreciation of the similarities and differences of culture, language, and meaning systems around the world.

To anchor your global regional comparisons with published cross-cultural marketing communication accounts, read and reference the following two articles:

• Hall, E. T. (1960). The SILENT LANGUAGE in Overseas Business. Harvard Business Review, 38(3), 87-96.
• Slater, J.R. (1984, April 2). The hazards of cross-cultural advertising, Business America.

Select four country markets, one in each of the four identified regional trade blocs. Describe one similarity and one difference among the markets in terms of the role of diverse languages, symbols, meanings, media, and consumption rituals.

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