Again, this all comes back to appropriate segmentation though, doesn't it! If you have segmented your market correctly, then you should have a good understanding of which benefits affect which your targeted clientele - as DC said. The problem is that more often than not, such benefits cant be compiled from and applied to geographic criteria, but rather rely on more specific marketing criteria.

I take my situation as a case in point: I work for a company that makes help desk software. Now, this is not something that really should appeal to a particular geographic market (if they speak english, then one nationality should not differ from another in this respect - they have the same business needs) - rather it needs to be segmented based on something else - such as business needs, and the benefits the technology can bring to a business of that size - as opposed to the benefits the technology can bring to someone in France! I could be way off track here too - please feel free to correct me.

Steve