CULTURAL KNOWLEDGE
Two types of Cultural Knowledge * FACTUAL KNOWLEDGE * About a culture; it is usually obvious and must be learned.

* INTERPRETIVE KNOWLEDGE * An ability to understand and to appreciate fully the nuances of different cultural traits and pattern.

ELEMENTS OF CULTURE

1.) MATERIAL CULTURE a.) Technology b.) Economics

2.) SOCIAL INSTITUTION a.) Social Organization b.) Education c.) Political Structures

3.) HUMANS AND THE UNIVERSE a.) Belief System

4.) AESTHETICS a.) Graphic and Plastic Arts b.) Folklore c.) Music, Drama and Dance

5.) LANGUAGE

CULTURAL CHANGE

* CULTURAL BORROWING * Is a responsible effort to borrow those cultural ways seen as helpful in the quest for better solutions to a society’s particular problems. * RESISTANCE TO CHANGE * Cultural growth/change does not occur without some resistance; new methods, ideas and products are held to be suspect before they are accepted. * SIMILARITIES: AN ILLUSION * Several nationalities can speak the same language or have similar race and heritage, but it does not follow that similarities exist in other respects.

* PLANNED CULTURAL CHANGE
• Cultures that are resistant to change represent a major hurdle in marketing products

Cultural change can be accomplished by:
• First, determine which cultural factors conflict with an innovation, thus creating resistance to its acceptance

• Second, change those factors from obstacles to acceptance into stimulants for change

• Third, marketers can cause change by introducing an idea or product and deliberately setting about to overcome resistance and to cause change that accelerates the rate of acceptance

* CONSEQUENCE OF AN INNOVATION * The consequences of diffusion of an