When managers in an international business consider market segmentation in international markets,they need to be cognisant of two main issues: the differences between countries in the structure of market segments and:

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While knowledge and experience in international markets, product features and price, and quality, cost, time and delivery are all important considerations in market segmentation, the existence of segments that transcend national borders is particularly important in international markets. This means that a particular type of customer or consumer may be found in multiple countries, and marketing strategies should take this into account. However, the structure of market segments can also vary between countries, so managers need to be aware of local differences as well as global similarities.

When Managers in an International Business Consider Market Segmentation in International