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Micro and small enterprises in Brazil deal with several managerial challenges, standing out, in matter, the need of small entrepreneurs to prepare themselves to endow their enterprises with planning instruments, in a general way. Among those instruments, it is worth to detach marketing and, especially, the sales. In the search of consolidation of their enterprises, small entrepreneurs will try to develop their capacities to establish quality levels that allow them to compete in market. Having this observation in mind, market’s analysis and its utilization, for micro and small enterprises, is made necessary. Making the market the beginning and the end of efforts is, mainly, understanding that the enterprise acts in a competitive and sophisticated economy in which the consumer’s growing satisfaction is the essential fact for the reach of the managerial results. Finally, making the market the beginning and the end of efforts is having managerial vision; is focus and guide the enterprise to the market, identifying and assisting the customer’s expectations better than competitors.

Fazendo do Mercado o Princípio e o Fim dos Esforços: Algumas Reflexões Sobre as Posturas dos Empreendedores de Micro e Pequenas Empresas