Acquiring enough customers is the fi rst and most important condition for success in business. It is a truism to say that there is no business without customers. But getting and retaining customers requires some marketing knowledge and skills. Thinking about customers and their needs is the starting point of any marketing strategy. Understanding customer behavior is necessary for preparing a marketing plan and making wide use of any marketing instrument. This is particularly true on international markets. Monographs and textbooks on international marketing are full of generalized information about main principles of organizing business abroad. But in many cases, more specialized information is required for successful business, or at least for avoiding signifi cant mistakes.