setting up env variables

1) make without specifying CROSS_COMPILE
wikibuntu@wikibuntu:~/compile_kernel/KERNEL$ sudo make
[sudo] password for wikibuntu: 
make: arm-linux-gcc: Command not found
  CHK     include/linux/version.h
  CHK     include/generated/utsrelease.h
make[1]: `include/generated/mach-types.h' is up to date.
  CC      kernel/bounds.s
/bin/sh: arm-linux-gcc: not found
make[1]: *** [kernel/bounds.s] Error 127
make: *** [prepare0] Error 2
2) make with specifying sudo make
CROSS_COMPILE=/opt/FriendlyARM/toolschain/4.5.1/bin/arm-none-linux-gnueabi-
ARCH=arm -j4

My question is, I have CROSS_COMPILE AND ARCH environment variables setup
on bash.bashrc under etc folder. In Terminal when I type arm-linux-gcc it
works. However, when running the make, it says, 'command not found'

Strangely, on folder where the source from FriendlyARM resides, It can see
the arm-linux-gcc. Hence no error generated.

Any idea why?

Cheers!
vib

In Terminal when I type arm-linux-gcc it
works.

Do you mean it echos the arm-linux-gcc version?

Better show us what you put into bash.bashrc.

the arm-linux-gcc is being executed like typing command gcc.

$ man sudo