Classical marketing was based on the supply concept. Today, because of the new economic policy with respect to liberalization, privatization and globalization, the situation is changing rapidly on the demand side. The paper, “Service Quality in Healthcare Sector: An Exploratory Study on Hospitals”, by Raghu Naga Prabhakar Kalepu, focuses on the quality of healthcare provided by private, missionary and public sector hospitals. SERVQUAL and ANOVA techniques are used to measure, analyze and evaluate the levels of patient satisfaction in chosen hospitals. The results reveal that the satisfaction level of overall patients (both O/P and I/P) of select missionary and private hospitals is more compared to that of government hospitals.

The second paper, “Predicting Customer Satisfaction Towards Mobile Value-Added Services: An Application of Multiple Regression”, by Lokesh Jasrai, focuses on predicting customer satisfaction towards Mobile Value-Added Services (MVAS) by using parametric and non-parametric test procedures. The study reveals that the customer satisfaction is affected by M-Commerce, M-Education, M-Health and M-Entertainment. The customers are more satisfied with M-Entertainment, followed by M-Commerce, M-Education and M-Health. The study also indicates that all the four determinants are positively associated with customer satisfaction.

Green marketing, which includes the concept of planning, development and promotion of environment-friendly products or services, is seen as a panacea for healthy planet. The third paper, “A Study of the Constructive Factors Influencing Green Marketing in Tamil Nadu”, by G Suresh, deals with the green phenomenon. According to the literature review presented in this study, green marketing leads to personal rewards of healthier and more fulfilled lives, improved organizational performance, better physical environment, and ultimately sustainable development. This study warns that green companies should not presume that consumers are well-informed about environmental issues or actions they engage in. The study concludes that green marketing products have generated enormous interest among customers. According to the study, parameters that would make green products more attractive to customers are affordable price and value from the product, satisfaction regarding green element, promotional offers with product, product in multiple varieties, eco-friendly product and availability in proximate areas.

The Indian rural markets hold a lot of interest both for domestic and global companies. The paper, “Rural Market Dynamics and Product Penetration”, by Rinalini Pathak Kakati and Shazeed Ahmed, studies the market segments available based on rural Values, Attitudes and Lifestyles (VALs) for select FMCG and durable products. It was realized that factors like pricing, availability and promotion are positively significant in consumer durables. Product levels and availability play a significant role in FMCG sector. Market penetration is highest for body and haircare products in FMCG sector, while in durable sector, bicycles and mobile phones have maximum penetration.

The objective of the case study, “Tata Nano to Tata No-No”, by B Shafiullah, is to sharpen the analytical skills of management students with regard to crisis management. Every organization goes through crisis and so did Tata Motors with Tata Nano. Tata Nano was designed in 2003 and was launched with much fanfare in 2008 as people’s car. A few experts in the industry called it the eighth wonder. However, the bubble burst when Tata Motors’ Singur plant had to be abandoned due to violent protests by farmers of Singur. Tata Motors shifted its base from Singur to Sanand, Gujarat, and started operations in 2010. To make matters worse, a few cars burst into flames in 2010 due to electric circuit failure. The case discusses as to what went wrong and what remedial steps could be taken to make this car commercially successful.

-- B Shafiulla
Consulting Editor