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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

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