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Marketing, Safer Sex, and Condom Acquisition
| Content Provider | Scilit |
|---|---|
| Author | Dahl, Darren W. Gorn, Gerald J. Weinberg, Charles B. |
| Copyright Year | 2018 |
| Description | 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.This chapter provides an overview of marketing as a management function in a nonbusiness context. It realtes to barriers to condom purchase and price, in particular. The chapter discusses discount coupons as one means to overcome price sensitivity. As there is little reported use of coupons with regard to condoms, a brief summary of findings from the literature is provided on the effect of coupons on sales of frequently purchased consumer goods. It then describes the studies conducted and presents the results. The chapter deals with a brief discussion of implications for managers of safer-sex programs and for researchers. Ideally, the marketing planning process should culminate in a comprehensive marketing strategy, with tactics to achieve the target goals. It reflects a broadening of more traditional approaches, approaches that, as mentioned earlier, have typically focused on communication efforts to change people. Book Name: Social Marketing |
| Related Links | https://content.taylorfrancis.com/books/download?dac=C2007-0-03750-4&isbn=9781315805795&format=googlePreviewPdf |
| Ending Page | 185 |
| Page Count | 17 |
| Starting Page | 169 |
| DOI | 10.4324/9781315805795-11 |
| Language | English |
| Publisher | Informa UK Limited |
| Publisher Date | 2018-07-06 |
| Access Restriction | Open |
| Subject Keyword | Book Name: Social Marketing History and Philosophy of Science Nonbusiness Context |
| Content Type | Text |
| Resource Type | Chapter |
