ABSTRACT
One of the most important considerations for success in international marketing is appreciating and understanding cultural differences between the foreign country and the domestic country. The two kinds of cultural knowledge management needs are factual knowledge and cognitive knowledge. Factual knowledge is the minimum required knowledge and can be learned. Cognitive knowledge takes factual knowledge one step further by permitting the manager to value a part of the culture. The international marketer must understand education, language, politics, religion, social relationships, technology and values of culture that constitute factual knowledge. Education can be formal or informal. Informal education occurs through observation and involvement with others at home and in a variety of social settings. Formal education is learning in a structured environment such as a school. Language is the primary means by which cultural awareness is communicated, and therefore it defines social life. Politics are associated with the political system in a country and affect what is permissible for people.
