Most recent work in the area of new product development has been of a theoretically prescriptive basis, ignoring, to a large degree, the current state of affairs in US corporations. The study examines, on a comparative basis, consumer and business products organizations, practices being utilized to guide the development process and key factors influencing the success/failure of the process. Results from an empirical study reveal that: (1) there is no one best means to structure the process; (2) top management commitment to and support of the process is a critical factor; (3) knowledge of markets and customers remains elusive; and (4) more similarities than differences exist between the practices undertaken by and the factors influencing success/failure in consumer versus business products organizations.

What causes consumer satisfaction or dissatisfaction with a product? Two psychological theories are provided as an explanation of the amount of perceived satisfaction. By categorizing consumers on the basis of their “activation level,” the marketer can affect the amount of resulting satisfaction. Doing this may require adjusting pricing, promotional, and distribution policies to suit the categories of “high sensation seekers” and “low sensation seekers.” Marketers of services, among others, may find this consumer categorization process useful in developing made‐to‐measure offerings. Operators of shopping malls, hotels, travel agencies, car rental agencies, financial services, restaurants, and bars are naturals for the successful application of this concept.

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This paper presents the results of an exploratory study designed to (1) ascertain the primary sources of information patients use when selecting physicians and (2) identify differences in patient selection factor importance by type of physician under consideration (specialists versus generalists). The results support previous research which finds word-of-mouth and physician referrals the primary sources of information. Selection factors considered important when selecting a generalist were significantly different from factors considered important when selecting a specialist. Implications of the study's findings for effective physician marketing and future research are discussed.

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