Cross-market segmentation (also called international segmentation) is a strategy for creating segments of consumers who have similar needs and purchasing behaviors, even when they are located in different countries. This method ignores geographic boundaries as a primary criterion.
Through cross-market segmentation, companies seek out universal groups (e.g., teenagers, elite businesspeople) who respond similarly to a given marketing offering. This allows global companies to standardize their marketing programs and achieve economies of scale in production and communications.
