Marketing problems and e-commerce applications of SMEs: A study on SME managers in Bingöl province

The aim of the study is to determine the level of knowledge and attitudes of SMEs regarding the use of web-based e-commerce and the details of providing companies, and the place, importance and marketing problems of marketing strategy. This ability, the extent to which they adopt e-commerce records that allow small and medium changes operating in Bingöl province, the listed e-commerce information and attitude levels and data on marketing performances were investigated. The study provides the role of web-based e-commerce applications in solving marketing problems in the digitalization process of SMEs, and contributes to regional development and competitiveness. The adaptation of SMEs to digitalization processes is of great importance, especially in terms of using digital channels effectively in marketing activities. Starting from this point of view, ''web-based e-commerce'', which increases the level of competition of SMEs in the market, increases the number of potential customers and improves the efficiency of the functional process. However, the widespread use of these systems in businesses depends on various factors such as the knowledge level of managers, technological infrastructure, personnel competence and strategic vision. In accordance with this perspective, the universe of the research conducted in the thesis consists of SMEs in Bingöl province; the sample was determined by random method. The data was collected by survey method and analyzed with SPSS22.0 program. The survey form was formed by questions regarding the demographic characteristics of managers, the use of e-commerce systems, knowledge level, attitudes and marketing problems experienced. The findings obtained show that marketing problems are experienced less in businesses using e-commerce and the system is used more effectively as the knowledge level increases. As a result, increasing the adoption level of web-based e-commerce systems in SMEs stands out as an effective element in solving marketing problems. Considering the positive relationship between managers' knowledge levels and their attitudes towards e-commerce, the dissemination of training and technical support services has been identified as an important need. Keywords: SME, Marketing, E-commerce, Management, Manager, Bingöl Province.