In addition to segmenting overseas markets on the more traditional bases of geography, economy and culture, it is possible for a firm to take a product diffusion approach to segmentation.

Question

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A product diffusion approach to segmentation would involve targeting different segments of a market based on their willingness and ability to adopt a new product or innovation. This approach is based on the theory that products diffuse through a population over time, and different segments of that population will adopt the product at different rates. Therefore, it is possible for a firm to segment overseas markets based on product diffusion characteristics, in addition to more traditional segmentation criteria.

In Addition to Segmenting Overseas Markets on the More Traditional