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As the economy continues to globalize at previously unprecedented rates, it has become crucial for organizations of all sizes to market their products and services in a way that caters to both the local as well as the foreign markets. Besides the global expansion of such companies, the changing demographics of the countries in which these companies are located are also a major factor. The US and Canada, for instance, are nations with a diverse demography, with people of all cultures and beliefs residing across the country.

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