However, the process of evaluation of the uncontrollable elements in one program of international marketing costuma to involve substantial doses of economic shock, cultural politician and. The elements most significant of the uncontrollable international environment, include forces, politics, economic and competitive, technological level, cultural structure of distribution, geography, infrastructure and forces legal. These constitute the main elements of uncertainty with which the professional of international marketing will have to deal when facing when elaborating a marketing plan. To adjust and to adapt a program of marketing to the external markets, the marketing professionals must be capable to interpret of efficient form influence it and the impact of each one of the uncontrollable ambient elements of the plan of marketing for each external market in which it intends to negotiate. One of the cited uncontrollable elements already is the cultural force; the difficulty that the marketing professional finds to adapt it the culture is in recognizing its impact. When working with markets with which they are not made familiar, the marketing professionals must know very the referenciais adopted to take its decisions or to evaluate the potential of a market well, since the judgments are derived from the experience that is a result of aculturao in the native country. An established time a referencial, this starts to be an important factor in the determination or modification of the reaction of a professional to the situations, they are social or not. The cultural conditioning is as one iceberg, therefore we ignore nine we dcimos of it. In any study of the systems of market for different peoples, of its politician-economic structures, cultural religions and other elements, the foreign professionals of marketing must always take the care not to measure and to evaluate the markets as values and fixed assumptions of its proper culture. They must give the steps certain in the direction to know the cultural referencial of the region in its analyses and its taking of decision well.