Purpose – The purpose of this paper is to find out whether there was a significant relationship between marketing culture and organizational commitment. In addition, relations between dimensions or marketing culture and dimensions of organizational commitment were investigated. Prior studies have shown that there were significant relationships between organizational culture and organizational commitment. Accordingly it is that there is a significant relationship between marketing culture and organizational commitment. Design/methodology/approach – This research collected data via survey method in Istanbul, Turkey. The survey forms were implemented to employees who were selected by convenience sampling method from one private bank’s agencies and 318 employees participated to the survey implementation. Findings – With the help of canonical correlation analyze, it was found out that there was a significant relationship between marketing culture and organizational commitment. Accordingly the main hypothesis was supported. Also relations between dimensions of marketing culture and dimensions of organizational commitment were concluded through their canonical loadings. Research limitations/implications – This study used two main scales from the literature to determine marketing culture and organizational commitment. For marketing culture, Webster’s (1990) marketing culture scale was preferred to determine marketing culture of employees. Organizational commitment was evaluated in three basic dimensions as affective commitment, continuance commitment and normative commitment according to Meyer and Allen’s (1997) scale. For future studies, different types of scales can be used differently in another service sector or business. The results can give some useful information essentially for managers from banking sector. Originality/value – This study has an important originality as being the first one that investigates the relationship between marketing culture and organizational culture in a related literature. So it is thought to show significant relations between marketing culture’s factors and organizational commitment’s factors.

In heterogeneous markets, one of the many consumer groups is that of green product buyers. With rising ethical values, the green market is assuming its place in a general growth trend. Given this, it is important to determine the profile of green product buyers. This study aims to find out whether there are sub-markets for green product buyers, based on their personal values and consumption values, and to determine a detailed profile for these buyers. Both personal values and consumption values are basic factors guiding consumer behaviour and affecting consumption preferences. The data was collected, through surveys in Turkey, from green consumers who were members of the TEMA (the Turkish Foundation for Combating Soil Erosion, for Reforestation and the Protection of Natural Habitats) council. The result of our clustering analysis indicates that green product buyers could be segmented into sub-groups according to their personal values and consumption values.

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Heterojen yapıya sahip olan pazarlarda farklı beklenti içerisinde olan tüketicilerin tatmin edilebilmesi için benzer grupların ortaya çıkarılması çağdaş pazarlama anlayışı açısından oldukça önemlidir.Hizmet sektöründe hızla pazarı büyüyen hizmetlerden biri de güzellik salonu hizmetleridir. Kadınların sosyal yaşam ve çalışma hayatındaki etkinliklerinin artmasıyla birlikte oldukça önemli bir hizmet sektörü haline gelen güzellik salonları her geçen gün yeni hizmetlerle müşterilerinin karşısına çıkmaktadır.Bu bağlamda hızla büyüdüğü gözlenen bu pazardaki kadın tüketicilerin beklentilerinin ortaya konularak, bu tüketicilerin güzellik salonlarına yönelik beklentileri açısından benzer gruplarda yer alıp almadıkları belirlenmeye çalışılarak pazar incelenmeye çalışılmıştır. Elde edilen sonuçlara göre pazarda homojen 3 alt küme belirlenmiş, sonuçlar yorumlanmış ve önerilerde bulunulmuştur.