Elementos mercadológicos necesarios para la subsistencia de la microempresa comercial, municipio de Chiautempan, Tlaxcala

The objective of this research was to analyze the incidence of failure of commercial microenterprises in the municipality of Chiautempan, Tlax (Mexico), for which a series of variables related to marketing aspects were chosen, as well as others of a non-financial nature, although equally decisive, such as education, previous experience, gender and age of the micro entrepreneurs. Likewise, the following three working hypotheses were formulated: 1) the age of the owner and his knowledge of marketing issues have an important influence on the closure of the commercial microenterprise, 2) the gender of the person who undertakes in a microenterprise has an important influence in its lack of


Introduction
Micro-enterprises constitute the basis for the birth of large companies.
Unfortunately, some of them consistently fail quickly, leading to job losses, deterioration in the family economy, and worse, irreversible damage to an aspiration to excel in the environment. This can happen Because even though there is preventive information for this situation, most microentrepreneurs only focus on studying issues related to finances, taxes or accounting processes, and they forget to attend to the marketing aspects.
The economic census published in 2018 indicates that 95% of the economic sector is made up of micro-enterprises (categorized in this way because fewer than ten people work there), which generate an employment opportunity of 37%, hence they are one of the most important productive units in the country (National Institute of Statistics and Geography [Inegi], 2018). For this reason, it is necessary to carry out investigations that determine its characteristics and its management from a marketing perspective. Indeed, microenterprises require studies that demonstrate the relationship between a good marketing application and the sustainability of this type of production unit to achieve its consolidation.
For this reason, in the present work we tried to identify, systematize and highlight the basic marketing practices that commercial microenterprises apply to gain advantages over others that are unaware of the subject; In this way, an attempt is made to formulate a comprehensive proposal that encourages its marketing application, although taking into account the limitations of an investigation of this nature. For this reason, a small universe (a municipal scheme) is established as a study base to try to find results that promote other national investigations that motivate the formation of a model that guides microenterprises from this field of study.

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This research, in summary, presents the result of the study carried out within micro-enterprises, in which some success factors were detected after having been in existence for more than five years, a life limit established by Inegi himself. Likewise, a descriptive comparison was made with recent microenterprises to visualize their shortcomings and use them in the research to identify missing marketing elements.
Subsequently, it was sought to find out -through interviews with people who were owners of commercial microenterprises -if there was a lack of these elements and if they were the cause of the closure of the organizations. Finally, a proposal was generated to adapt the success factors identified in the microenterprises that managed to pass the five-year trial period so that they can try to replicate it in other places. Obviously, it would be very positive if this research could be carried out at the national level; However, economic, equipment and human resources limitations forced that only the municipality of Chiautempan, Tlax, be chosen.

Method
This research is exploratory and descriptive, since it sought to identify and describe experiences of microentrepreneurs living in a specific geographical area. All this with the aim of studying the incidence of failure in commercial microenterprises through a series of variables of a marketing nature and a group of non-financial variables, although determining factors, such as education, previous experience, gender and age. With the results of the crossover analysis, some owners of micro-businesses that have closed were interviewed to determine to what degree the marketing actions influenced that decision.
The information analysis was based on primary sources that offered existing data for the municipality of Chiautempan, Tlaxcala (Mexico). These data indicate, through the economic census carried out by Inegi, that 96% of the companies in Chiautempan are microenterprises (Inegi, 2018). This information is endorsed by the municipality's Chamber of Commerce, an institution that recognizes that 95% of its members belong to this sector, and only 2% are in the category of small businessmen and the rest as large businessmen. In addition, for the municipality of Chiautempan, the Chamber of Commerce recognizes that there are 2,965 micro-enterprises (which constitutes 94% of the business composition of the municipality), which maintain economic activity for more than 90% of commercial activities.
In this way, and with the qualitative research technique, the marketing elements that were excluded by commercial microentrepreneurs were identified. This allowed us Vol. 9, Núm. 18 Julio -Diciembre 2020 to detect interpretive keys that allowed -through our appreciation of reality and expert judgment-to collect general values for the results.

Obtaining information and procedures
To arrive at the selection of the necessary sample -taking into account various statistical, demographic and social factors -elements were determined that would make it possible to privilege information of a marketing nature. This is due to the fact that most of the investigations offer results of a financial, accounting or organic structure. Therefore, the need to establish starting points of personalities was specified that, due to their experience in marketing, helped to agree on a starting point to apply surveys that would generate final results.
For this point, marketing teachers from different universities were called, who answered a small survey that served to obtain some recommendations. All this under the theme of "necessary market requirements for commercial microenterprises." In a third intervention, a valuation matrix was established; For this objective, the Delphi technique was applied.
To determine which questions would make up the survey, a methodology was determined that would allow obtaining the size of the research sample. In this sense, those that had renewed their municipal business license were considered as study microenterprises, for which the latest economic balance of the Chiautempan Chamber of Commerce was taken into account, where it is determined that 2965 is the total number of microenterprises in the municipality for the year 2018. Similarly, information was obtained from micro-enterprises that stopped renewing their operating license. This served to specify the interviews of the qualitative process, which was useful to validate the results of the quantitative procedure.
The probabilistic sampling method was used, since it allows all elements of the population to have the same possibility of being selected. The type of probability sampling chosen was simple random sampling with a finite population to define the sample size.
After adjusting the database provided by the Chamber of Commerce, a population of 835 micro-enterprises in the commercial sector of the Chiautempan municipality was determined. This population meets the requirement of being more than five years old. To establish the sample size, the following statistical formula was used: application to determine a random sample extracting said cases as long as they meet the conditions established in this investigation.
An instrument was obtained according to the circle of experts in the field. Five indicators were determined for each questioning, measured through scores; In its application, care was taken that the majority complied with the established parameters and then made the projection of responses, with which the selected hypotheses could be validated or rejected.
The correlation of the information in the marketing field of the surveyed microenterprises was linked in turn with information that, when related in a comprehensive manner, would provide an answer to important elements of the finding.
Above all, in areas such as gender, age, experience and subsistence greater than five years.

The analysis of results reflects a construction of knowledge with what has been
learned. This originated a partial proposal of the actions that any commercial microenterprise should consider to achieve the preference in the mind of the consumer from the marketing profile.

Theoretical framework
The economies of Latin America have very common characteristics, especially those that refer to the business sector, where the dominant subsector is undoubtedly the microenterprise. Despite this, unfortunately they have serious subsistence problems. For this reason, it is necessary to carry out an investigation that allows this subsector to significantly increase efficiency and productivity, without forgetting adequate strategies that allow understanding the client as a structural part of the consolidation process.
Furthermore, the factors of change that, due to the phenomenon of globalization itself, attract the multidisciplinary and multicultural character to which they are immersed on a daily basis must be detected.
For a microenterprise to be competitive, it is necessary to establish projects that link professional management with administrative and marketing approaches, which are now a requirement to promote change, adaptation and competitiveness. However, it should be noted that the transformation process of microenterprises faces serious obstacles. These exist mainly because the formation of microenterprises starts from a merely entrepreneurial instinct, with little or no knowledge of administrative processes and, especially, marketing, but with great interest and need to be part of this globalized world.
The microenterprise, then, becomes a fundamental support of the country's economy. It is an important generator of wealth, mainly because of the large number they make up and because of its deep-rooted prevalence in the country.
Diagnostic studies carried out by the Business Information System of Mexico -as summarized by Méndez (2011) -deduce that micro, small and medium-sized companies are vulnerable to macroeconomic strategies. This happens because the diversification of free trade weakens its competitiveness and undermines its existence. The aforementioned author concludes, therefore, that it is urgent to establish mechanisms where they are immersed and there is healthy coordination between the public and private sectors to establish programs that seek the long life of microenterprises and try not only to give importance to programs for their creation.
Another essential part that describes the country's microenterprises is the type of production they handle. It is presumed that the importance of production focuses more on quantity than on quality, to which it is added that there are hardly any schemes for continuous innovation and growth in the sales force.

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According to the Mexican Business Information System (SIEM), 92.3% of the companies do not have more than ten employees, so there are around 603,368 microcompanies throughout the country. This data invites us to think that the best way to stimulate economic growth is through the phenomena that promote the growth of this type of companies, and identifying the deficiencies that limit their life span.
However, it is worth noting that the present research work seeks to demonstrate that beyond promoting the growth of a greater number of microenterprises, what is really needed is to establish strategies that allow raising the quality and productivity of existing ones, for which it is essential to achieve an adequate administrative and, especially, marketing management.
Both topics are necessary in micro-business activity. The bodies responsible for applying stimulus programs to this sector have rarely made them valid. Knowing how to manage or establish a marketing plan is vital, as this can have an impact on increasing or decreasing your life span.

Microenterprise
Most economies in developing countries depend directly or indirectly on companies. Derived from the large number of jobs and economic resources that they carry out in their surroundings, in the case of Mexico, micro, small and medium-sized companies are the dominant ones, hence it is necessary to define their essential characteristics.
In the early 1980s, research on microenterprises was practically nil. However, it began to gain interest from the fact that various researchers detected its great influence in industrialized countries. Thanks to this, it was no longer seen as a vestige of the past, as it was part of new expectations and hopes for economic growth, job opportunities and business competitiveness strategy. Given this, it was no longer thought that this sector was in a phase of gradual disappearance and it began to be interpreted as part of the first forms of capitalist development (Saraví, 1997).
The microenterprise concept refers to the economic unit involved in activities related to the manufacturing industry, commerce, services, construction and transportation. These activities can be carried out in the home or outside it with or without premises, and occupy between 1 and 10 employees.

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Owners and independent management.
Exception of family members.
It does not dominate the sector of activity where it operates.
Very simple organizational structure.
Its annual sales do not exceed 30 million pesos.
However, for any investigation it is also essential to analyze the origin of its object of study. In this case, this task may be complex because this economic unit can share the same economic spaces as small, medium and large companies, since the association, business cooperation, the exchange of services and products, even as part of market structures. Therefore, this research seeks to contextualize the diversity of criteria that support the division of companies by size.
Until the end of the seventies and for reasons of the promotion and study of the subdivision of companies, there were only three strata: small, medium and large companies. However, in the mid-eighties -and as a result of a great economic crisis and major international political conflicts that made employment difficult in less economically powerful urban sectors -the microenterprise model was born. This new figure allowed people to obtain income to ensure basic needs. This economic unit was strengthened in the 1990s, when economic policies were misguided and presented serious imbalances in development, which led to the bankruptcy of small and medium-sized enterprises, as well as the consequent unemployment and indebtedness of the private sector.
For Mexico the situation was not easy: small companies with liabilities surprisingly doubled their debts and the opportunity to correct their problems became a challenge. There were no economic triggers or programs that really pushed them; The ingenuity and talent of many Mexicans were put to the test and they found a solution to their economic situation through the emergence of thousands of micro and small family businesses that had an average of less than ten employees. The formation of these was the strategy that kept the national economy afloat.
Having explained the above, in this investigation it was determined to classify micro-enterprises as follows:

Microempresas agrícolas
Se dedican a la producción y distribución de productos agrícolas. Ejemplo: pequeñas granjas, hortalizas etc. Microempresa productora Su función principal es la producción directa, sea por innovación, maquila o productos similares. Fuente: Elaboración propia con base en Rodríguez et al. (2019) Microenterprises in Mexico and Latin America face a series of obstacles that hinder their growth and sustainability. In this regard, various authors have defined this economic unit as an important economic force, but with great organizational problems.
Recently the vice president of the National Chamber of the Industry of the Transformation of Mipymes and Entrepreneurs -Lic. Norma Leticia Flores Barrios-revealed that in 2018 alone 10,000 small, medium and micro-enterprises closed in the country, which left between 50,000 and 60,000 unemployed, a situation generated by the problem of economic crisis, extortion and mainly violence (Fernández, March 23, 2018).
Even with this, microenterprises in Mexico represent 92.3% of the country's productive activity, which is why they constitute the main economic nucleus and the one that generates the most jobs, according to the Mexican Business Information System (SIEM), therefore Strategies are required to promote business effectiveness and consolidation, although -as Rodríguez (2000) points out -there are certain peculiarities that make this type of company more vulnerable: • Little or no specialization in administration. This characteristic is considered to be derived directly from the nature of said companies, whose constitution is due to economic and subsistence reasons of the owners. In other words, they tend to run the company empirically, since they lack the training to carry out those positions.
Vol. 9, Núm. 18 Julio -Diciembre 2020 • Little knowledge of the owners about possible sources of financing. This is a general problem in this type of company because the owners do not know that information.
• Total dependence on the community and its environment. The small business depends for the most part on the economic situation of the community where it is located; For this reason, its economy is a reflection of its environment, from which it needs to obtain production goods, labor and customers. In this sense, there are few that have exceeded the local or regional limit, and much less those that are dedicated to export.
In addition to the above, there are severe confusions between the various types of companies from government spheres of any level. In a study carried out by the Legislative Research Institute of the Senate of the Republic, it is recognized that in Mexico it has been difficult to locate them correctly over time. This situation arises because the variables and indicators that have been taken into account to classify them have constantly changed. In addition, traditionally, economic and accounting parameters have been used to classify them, such as the number of workers, total annual sales, income and fixed assets of companies. In this regard, Cuitlahuac Bardan Esquivel (2002) points out: In April 1954, the Ministry of Finance considered small and medium-sized industrial companies those whose stockholders' equity was not less than 50,000 and not more than 2,500,000 pesos. For 1961, a stockholders' equity with a greater margin was taken into account: from 25,000 to 5 million pesos to classify small and medium industries. And in 1963, the Ministry of Finance modified the operating rules and began to consider as small and medium-sized companies those with a stockholders' equity of no more than 10 million pesos (párr. 6).
This variability in determinations places micro-enterprises outside the business environment, since only those that have an organization, a structure, a business management and paid work are distinguished. In other words, those of family origin, those of subsistence, lacking a business structure, were simply ignored by public entities, As can be seen, until this year microenterprises are recognized as economic entities really identified in legislation, which is why various public actions are generated in support of this sector. This fact is historically very important because it shows the deficiency that existed for many years for this economic nucleus in Mexico, whichparadoxically -makes up more than 90% of the country's companies.
After 1990, up to the present time, the legislation on the matter has undergone important modifications based basically on criteria of form, and not of an operational nature. In May 1993, the general criteria that were taken into account were the number of workers and annual sales. For this reason, a micro-enterprise was defined as an economic unit that had from 1 to 15 workers (not counting the owner) and annual sales of up to 900,000 pesos, a modification that operated for the lifting of the 1999 economic census.
In March of that same year, the legislation changed and defined the microenterprise in three aspects: microindustry, an economic unit that had from 0 to 30 workers; micro-enterprises with commercial activities, those with 0 to 5 workers, and micro-service enterprises, those with 0 to 20 workers. These modifications caused problems of interpretation, since unfortunately the economic census provided information very different from the modified one.
Unfortunately, the correction to this legislation was barely materialized on August 13, 2019, when the Law for the Development of Competitiveness of Micro, Small and Medium Enterprises was published in the Official Gazette of the Federation. In this study, the number of employees and the productive sector were also taken as criteria, since it was indicated that a microenterprise should have between 0 and 10 workers for the three sectors of production.

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From that year to the present, microenterprises began to be considered as economic entities that generate wealth, for which the various governments promoted the creation of stimulus and growth programs, although it is worth noting that to date certain limitations still prevail that prevent their consolidation.
In 2000, the director general of the World Trade Organization -Roberto Carvalho de Azevedo-determined that the evolution of small and medium-sized enterprises could be divided into three stages, although only in the last stage is the importance of microenterprises considered for the national economy: "To speak of MSMEs is to identify three stages, which are closely linked to the development of the regional and world economy, these being a faithful reflection of the economic history of a country at a given time" (Carvalho Azevedo,p. 3. 4. 5). Regarding the three mentioned stages, the following is indicated: • First stage: Identifiable during the 1950s and 1960s, SMEs in general and those dedicated to the industrial sector in particular began to gain importance within the Mexican and world economy during the validity of the import substitution model. This model exhibited great dynamism, which allowed them, in a context of closed economy and reduced internal market, to carry out a "learning process" with important achievements, although with some limitations in terms of equipment, organization, scale, training, information, etc. .
• Second stage: These aforementioned limitations were acquiring a sufficiently negative aspect to affect both the productivity and the quality of these companies, moving them away from international levels and causing, during the 1970s, a time of macroeconomic instability, they were only concerned with for their survival.
This phenomenon plunged microenterprises into a deep crisis that continued into the 1980s.
• Third Stage: On the contrary, after the "learning" stage there was a deterioration of the model acquired in the eighties. Even since 1999, microenterprises have been given a boost with the possibility of external financing and internal economic stability. This seems to indicate the beginning of a new era for MSMEs.
From this classification issued in 2000, and according to the present investigation, a fourth stage could be indicated: • Fourth stage: It could be delimited by the real recognition of micro, small and medium enterprises as a structural part of any type of economy. But we must recognize that in the case of Mexico, there is still a lack of uniform identification Vol. 9, Núm. 18 Julio -Diciembre 2020 parameters, which prevents the creation of true development programs according to the size of the company, especially due to the confusion between micro and small companies.
The world economic structures question to a great extent the situations of this type of companies, perhaps because they proliferate, are born and die in relatively short periods. However, the way in which they reproduce makes it clear that they predominate and will continue vigorously in the productive chains of any country. Financial analysts recognize that the current shared production articulated with peripheral capitalism within a general scheme is integrating productive micro-machining in processes formed by medium and large companies, functioning as suppliers and producers of product complementation processes where new and abundant market share opportunities.
With this, the permanence of this sector in the various economies is latent. It is also necessary to remember that there are serious deficiencies in worker protection and labor rights that are violated and that are one reason why medium and large companies employ this sector. Now, and derived from the comparison of the two large variables found during the development of this research, it is necessary to establish the correlated hypotheses, which latently support the need for marketing aspects with external variants to determine their functionality in the research. Likewise, it must be understood that commercial micro-enterprises face the same risks as small or large enterprises due to phenomena or actions that indirectly influence their deterioration. An example is found in macroeconomic management, the global industrial movement or economic recessions, among others, which definitely also refer consequences for the performance or understanding of those responsible for microenterprises (Everett and Watson, 1998).
Therefore, the development of microenterprises is directly related to the individual characteristics of the owner and his behavior (Navarrete and Sansores, 2011). This forces -in this type of research -to know the position of the employer (as well as other variables related to age, gender and values of human talent measured in education or previous experience), since the decision to close or continuity of its operations.
On the other hand, the Legislative Research Institute of the Senate of the Republic in 2002; (Bardan, C. 2002). He cites the following, MSMEs in Mexico constitute a strategic sector for the economic and social development of the country, unfortunately in Mexico this segment is subject to a constant cycle of opening and bankruptcy that many times is inevitable, since the current situation that surrounds them is characterized by Vol. 9, Núm. 18 Julio -Diciembre 2020 requiring a high degree of adaptability to constant changes in their environment, mainly in the macroeconomic sphere; In addition to being surrounded by serious problems, among which could be the most important, are the following: • Limited access to financing sources.
• Higher interest rates than in developed countries.
• Limited participation in foreign trade, since there are not many possibilities for companies to export and be competitive.
• Lack of links with the academic sector.
• Little efficient promotion programs.
• Lack of coordination of programs at the national level.
• Weak structure in its organization and operation.
• Some part of idle production capacity.
• Globalization, accelerated technological changes and outdated technology, machinery and equipment.
• High costs of raw materials and components, and little negotiating power.

H1. The owner's age and knowledge of marketing matters have an important influence on the closure of the commercial micro-enterprise
Employment conditions in the country for more than 30 years reflect a lack of need for working spaces, hence the need to subsist through professional experience or the ability and enthusiasm to create a company has arisen. These many times are the original causes for founding a commercial microenterprise as a viable income alternative; However, most of them are born without the idea of a structure or identification of substantial elements in order to consolidate their formation. It is clear that young people tend to take more risks to experiment, while older owners tend to be rejected, as risk aversion does not allow them to respond to market changes, thus increasing the chances of failure (Lévesque and Minniti, 2003). However, in the words of Montes and Siga

H2. The gender of the entrepreneur in a microenterprise has an important influence on its lack of consolidation
The Multilateral Investment Fund -a member of the Inter-American Development Bank group, through the study of identification, analysis and overcoming of the limitations of women's small businesses in Latin America and the Caribbean -explains that the entrepreneurship structure in the Women is still a challenge that must be overcome in the entrepreneurial culture of developing countries. Until local family dynamics can be changed, it is likely that women will not have the same levels of entrepreneurship as men. In other words, even when we have successful women in the business sector, there are limitations in micro-business knowledge, especially in essential areas of marketing (Powers and Magnoni, 2010).
Even with these deficiencies, it must be recognized that microenterprises offer a flexible schedule framework, since the generation of their own income to support their dependents can be combined with family and personal obligations (Justo and DeTienne, 2008). However, although in the last decade the conditions of microenterprise entrepreneurship have grown, the balance between male and female gender has not yet been achieved. The need to know if this parameter has changed today is the reason that justifies this second hypothesis.

H3. Education and previous experience in marketing matters affect the consolidation of commercial micro-enterprises
The relationship between education and business will always be a matter of controversy, as a result of the diverse confrontation of different business schemes that put the sense of entrepreneurship before that of prior preparation for the realization of a business or micro-enterprise. It is worth mentioning that there are authors who consider that "the owner's lack of managerial skills is a determining factor of business failure in the initial phase of the business" (Navarrete and Sansores, 2011).
In 1994, Woo and Cooper determined that companies are more likely to survive when their owners have worked as employees in companies of the same type. Under these two premises it is important to analyze this hypothesis and have the final knowledge of ours.

Analysis of results
To demonstrate the effectiveness of this research, it is necessary to explain how the data collection was carried out and how the independent and dependent variables were interrelated, which served to achieve a multivariate analysis.
The experts in marketing areas consulted established that the necessary marketing elements for any micro-business consisted of direct marketing, personal selling and corporate image issues, as well as the use of new technologies to position the microbusiness in the mind of the consumer. In the search for priorities, they established that the study should consider whether microentrepreneurs applied strategies for the following issues when opening the business: • Name of the business, defined and established since its opening.
• Graphic identification in the microenterprise (logo, in any of its classification).
• Corporate image that establishes an identity in the business (uniforms, official colors, propaganda inside).
• Face-to-face sales strategy to promote the products or services they offer through a clear and direct message.
• General business data clearly displayed on the spot: address, line of business, contact details.
• Consideration of the issue before opening: if the entrepreneur or business owner considered the issue as an elementary part of their company.
• If you know the concept of sales force, and its application since the opening.
• Management of social networks or digital media to publicize the commercial microenterprise.
• Implement planned sales strategies from its opening.
With these points as a reference, surveys were carried out with an instrument previously endorsed by the participating experts. Thanks to the local Chamber of Commerce, commercial micro-enterprises that met the requirement of 5 years or more in office were identified. In this process, a comparison of records was carried out in the same Chamber, and 87 commercial micro-enterprises were detected that closed for different reasons, which had a life span of no more than 3 years. Of these micro-businesses, some owners changed their address, stopped living in the state, or the contact information did not match. Communication was established with 35 of them, of whom only 27 microentrepreneurs agreed to an interview.

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The microenterprises that closed did not do so exclusively due to a lack of marketing strategies. In this sense, it must be recognized that there are many factors that can trigger this decision. Even so, we tried to find out if any marketing strategy had contributed to avoiding closure.
Among the most frequent causes found in the 27 surveyed microentrepreneurs, 54% expressed that the payment of rent was the main obstacle, 8% mentioned the lack of customers or market, 6% lack of financial resources, 19% few sales, 5% difficulty of honest employees, 4% for finding a job, 3% for insecurity and violence and 1% for family reasons.
Once the deficiencies that the owners manifested when closing their commercial microenterprise were detected, they were informed of the advantages offered by marketing actions for businesses. They were asked if they applied, at some point during their tenure, any of these strategies. The following responses were obtained: 75% of the interviewees did not give importance to the assignment of a name for their business, 67% acknowledged that they did not even choose a name or refused to make it public in the establishment. 83% mentioned the null knowledge about a graphic identity and 72% thought it was not necessary due to the size of the business. 57% had the intention of investing in uniforms, painting the business and furniture according to the business line, although they considered it for after a certain time, because they believed that these expenses should be made as soon as their micro-business grew. Only 77%, when starting their micro-business, really knew what product they were going to sell, a figure that is surprising.
In general, it could be said that they stated that the initial idea contained another product, but as they were putting together the business idea, it underwent modifications, to the degree of change in business, so they adapted to the circumstances. In fact, 40% acknowledged that they had not fully known their product, so they were identifying it over time or were dedicated to the sale of many products, hence they forgot or lost interest in selling just one. Also, 74% were unaware of the term sales force or sales team for their business.
Likewise, 87% of the interviewees did not carry out print advertising in their area of influence, they did not relate the address to the business and on their facade there was no description of the business or address of the place. Regarding the management of social networks or some digital communication means, only 12% related it to the business. No Vol. 9, Núm. 18 Julio -Diciembre 2020 person interviewed considered it an important medium or used it as a promotional strategy for their company.
All this information serves to underline the importance of marketing in microbusinesses. Especially, it is useful to project identifiable characteristics in people who had the courage to start a business, but did not know how to maintain it due to lack of marketing strategies.

Dependent variable
The set of multifactors influences the situation of micro-enterprises; Basically, it is a set of phenomena that prevail in any type of company, although, unfortunately, marketing occupies a low use for the commercial microenterprise sector (Caro, Díaz and Porporato, 2013). As a plus point, it can be indicated that marketing includes aspects related to corporate image, sales strategies and graphic identification, all considered basic for the functionality of the microenterprise.

Independent variable
The skills and capacities of the owners for the performance of the commercial microenterprise directly influence the development of the business. Especially those that directly influence your personal conditions; In this regard, the following variables were defined: age (to know how much it influences the intention of marketing management), gender (to establish who uses marketing more in their commercial microenterprises), education (which defines prior knowledge of the subject, determining what levels they have, from an empirical knowledge, a basic or secondary education and a professional profile or bachelor's degree) and experience (profile without experience, experience in various sectors or experience in any type of company).
The information collected in the surveys and on the characteristics of the commercial microenterprises was used to perform a univariate statistical analysis, through a contingency analysis based on Pearson's x2 in categorical variables and an Anova analysis for continuous variables.
Regarding the age of the microentrepreneur, and how it influences the development of the microenterprise, it follows that the younger the microentrepreneur, the greater the risk. The relationship occurs due to the accumulated experience for managing the business, although we must recognize that the young people demonstrated

Conclusions
This study establishes important parameters that invite reflection regarding the microenterprise sector, especially the commercial one. Therefore, it is necessary for institutions to establish within their training programs a set of programs that support entrepreneurs to consider not only the financial and accounting bases, but also the marketing action for their application and development.
Micro-enterprises generate significant value in generating jobs. Therefore, this sector needs to be taken into account and propped up as a substantial development tool for society. It is useless to create economic support actions for the implementation of microenterprises if they are granted to people with limited education in the three aspects analyzed in this work. In fact, in addition to facilitating that financial aid, consideration should also be given to creating comprehensive training programs to teach homeowners to analyze the different variables that make up their market.
Currently, in our country the greatest opportunity for options for the implementation of commercial microenterprises is aimed at young people, basically because it is the sector that most demands employment. However, derived from the results of the present study, it is also recommended to support older people, since their strength based on experience and previous education can enhance the expected success.
Finally, it is clear that the (male) gender trend still prevails for microentrepreneurs.
Fortunately, the indices reflected in this study allow us to affirm that the gap is getting shorter, so the difference in opportunities will gradually be minimized.