Social Marketing: Theoretical and Practical Perspectives

By Marvin E. Goldberg; Martin Fishbein et al. | Go to book overview

Chapter 11
Marketing, Safer Sex, and Condom Acquisition

Darren W. Dahl University of British Columbia

Gerald J. Gorn Hong Kong University of Science and Technology University of British Columbia Charles B. Weinberg University of British Columbia


ABSTRACT

This chapter identifies opportunities that marketing provides in a nonbusiness context. This discussion notes the importance of the concept of exchange, market segmentation, competition, and the effective implementation of an integrated set of marketing mix elements. The specific focus is on the potential application of marketing principles in the fight against AIDS. It is argued that marketing methodology can play a significant role in encouraging condom usage and in the facilitation of safer-sex practices. Utilizing the principles discussed, and drawing insights from the condom acquisition literature, a research intervention is implemented that assesses the effectiveness of a multidimensional marketing mix strategy in promoting the acquisition of condoms. More specifically, a two-phase study was run to examine the effectiveness of discount coupons distributed at different locations on the purchase of condoms.

A broad range of approaches is necessary to combat sexually transmitted diseases (STDs, including HIV). One focus is to encourage the use of safer sexual practices and to discourage risky sexual behaviors among those who are sexually active. Marketing can play a significant role in encouraging and facilitating safer sex. It can also play a role in the effective management of organizations concerned with promoting safer sex. Indeed, as Gallagher and Weinberg ( 1991) reported, "nonprofits are as concerned with marketing as are for-profit organizations" (p. 27). Although marketing is no panacea, a number of success stories have been reported in a variety of arts, health, and

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