IMPACT OF MARKETING FLEXIBILITY ON THE MARKETING PERFORMANCE OF ENTREPRENEURIAL BUSINESS

Resumen

To ensure not only their competitive advantages, but also their survival in the market, especially in
the current pandemic environment, entrepreneurs are looking for new ways to ensure a lasting market
presence, efficiency and growth, as well as opportunities to create a high degree of trust and customer
loyalty. The application of the marketing flexibility approach by the representatives of the
entrepreneurial business is a prerequisite for achieving lasting success in the marketing activity and
timely response to the changing consumer interests and needs. In this regard, the main objective of
this paper is to establish the relationship between marketing flexibility and marketing performance of
the enterprise. This paper uses statistical methods (dispersion, regression and correlation analysis)
to study the impact of marketing flexibility on the marketing performance of enterprises. A
questionnaire was used as a method for collecting primary data. The evaluation of the studied
indicators is carried out on a 7-point scale. The results of the study show a strong relationship between
the degree of marketing flexibility and marketing performance of enterprises. In conclusion,
generalized conclusions are made related to the use of marketing flexibility as an important tool for
sustainable market presence and maintaining competitive advantage.