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When entering a market, businesses must be able to differentiate between the countries and the existence of segments that transcend national borders.
1. What is an example of a segment in the United States that transcends our borders?
2. What are the characteristics of this segment that marketers would need to consider when developing their message and ad campaign?
3. In general, and for all segments, what characteristics need to be considered by marketers when developing a message and ad campaign?
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