ABSTRACT
Marketing performance in small to medium-sized enterprises is explained by the success of marketing strategies and programs implementation. Several studies have described that small to medium-sized enterprises often encounter difficulties in marketing. It is hard to conduct market-sensing capability to utilize the market opportunity that effects market profit. This study aims to determine the effect of market-sensing capabilities on entrepreneurial marketing and marketing performance. A survey was conducted on 50 small to medium-sized enterprises of food and beverage sector with a simple random sampling technique. The data was analyzed by using linear regression. Results of the study revealed that entrepreneurial marketing as a marketing activity in small to medium-sized enterprises affected marketing performance by market-sensing capabilities. In running the business, small to medium-sized enterprises manager should be able to make the dynamic change in the marketing environment to that of a profitable one.
