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JEL Numbers: F1.-- Trabajo presentado al encuentro académico "GSE Trobada VIII" celebrado en Barcelona en 2010. ; We study how firm and foreign market characteristics affect the geographic distribution of exporter sales. To this purpose, we use export intensities (the ratio of exports to sales) across destinations as our key measures of firms'relative involvement in heterogeneous foreign markets. In a representative sample of Italian manufacturing firms, we find a robust negative correlation between revenue-TFP and export intensity to low-income destinations and, more generally, that the correlations between export intensities and TFP are increasing in per capita income of the foreign destinations. We argue that these (and other) empirical regularities can arise from the interplay between (endogenous) cross-firm heterogeneity in product quality and cross-country heterogeneity in quality consumption. To test this conjecture, we propose a new strategy to proxy for product quality that allows to exploit some unique features of our dataset. Our results strongly suggest that firms producing higher-quality products tend to concentrate their sales in the domestic and other high-income markets. ; The authors gratefully acknowledge financial support from Unicredit Banca, Cen- tro Studi Luca d.Agliano and the FIRB project. International Fragmentation of Italian Firms. New Organizational Models and the Role of Information Technologies,a research project funded by the Italian Ministry of Education, University and Research. The paper has been completed within the EFIGE project. Rosario Crinò gratefully acknowl- edges financial support from the Barcelona GSE research network, the Government of Catalunya, and the Spanish Ministry of Science and Innovation (Project ECO 2009-07958). ; Peer reviewed