Abstract
I think it may be useful to remind that however we are acting on a domestic or a global market; we always have to keep in mind that according to Wedel, M. and Kamakura, W A. (1998) an efficient segment should be: Identifiable, Sizeable, Accessible, Stable, Responsive and Actionable.
Masaaki, K. (2003) said that Cross-Border market segmentation is used in international marketing to regroup countries that have similar
pre-defined criterions in order to be able to
target precisely the same type of consumers in different countries.
With this segmentation we are looking at global-segments, they are universal in the sense that customers belonging to such segments have common needs in spite of their geographical distance.
According to Fred Zandpour and Katrin R. Harich in their book "Think and Feel Country Clusters: A New Approach to International Advertising Standardization", an easy way to regroup countries into clusters would be to compare their culture with 2 variables; "Think" showing the rationale approach and "Feel" the emotional one. This enable to draw a matrix showing how each country reacts to these appeals.
