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.
