The Reality of Modern Marketing Concept in Small Enterprises: The application on Sample of Small Enterprises in Taiz

Abstract

This study aimed to identify the reality of marketing concept in the small enterprises operating in Taiz governorate. It dealt with three main concepts (understanding (cognition) - adoption - application) of the marketing concept, as well as to identify the most important difficulties facing small enterprises in the application of the marketing concept. The study was conducted on a sample of managers of small enterprises located in Taiz. The results of the study showed that small enterprises (understand - adopt - apply) marketing concept at a medium level. The main recommendations of the study are the need to improve the view of the managers of small enterprises and employees of the marketing concept through the presentation of models of successful small enterprises that have adopted and apply the marketing concept and enhance their awareness of all marketing activities that small enterprises can achieve success and stay in the business world if applied, and the need to use.