How do the three unique and uncontrollable variables in a global environmental scan impact international and multicultural marketing strategies?

How do the three unique and uncontrollable variables in a global environmental scan impact international and multicultural marketing strategies?
Reference: Kerin, Roger A. & Hartley, Steven W. (2017). Marketing (13th ed.). New York, New York: McGraw-Hill.
Marketing, Ch. 7: Understanding and Reaching Global Consumers and Markets
How do the three unique and uncontrollable variables in a global environmental scan impact international and multicultural marketing strategies?
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