| Author: | Koncina, M. |
| Title: | Planning and implementation of the marketing strategy in insurance - an hypothetic attempt of insurance marketing |
| Journal: | Nase gospodarstvo
1995 : VOL. 41:1-2, p. 40-48 |
| Index terms: | MARKETING MARKETING STRATEGY MARKET SEGMENTATION MARKETING MIX SERVICE MARKETING INSURANCE COMPANIES |
| Language: | slv |
| Abstract: | An hypothetic attempt of marketing of a group of insurances, i e. the planning and implementation of the marketing strategy by the selection of the marketing mix was based upon the theoretical and practical cognitions on the particularities of marketing the insurance services.It was established that the insurances services were the abstract promises "sold" by the insurance company on the insurance market.The intangible service, which is not implemented when bought but probably will or will be not in the future, requires a special approach to the planning of marketing strategies and to the selection of the marketing mix.The individual components of the insurance marketing mix, such as the material proves, the people (employed in the insurance company and those insurees involved in the service marketing process and system) and the processing of insurance are the additional particularities compared to the known product marketing mix.The integral element of the insurance marketing mix is a human factor which substantially conditions the effects of insurance marketing and has, in particular, the impact on the quality performance of the insurance offer.The other, however, known elements of the marketing mix, i.e. the prices, promotion and distribution are being attributed a special importance due to the sertion of the law on numbers and the principal of mutuality as well as because of problems related to the sentimental and reasonable comprehension of the insuraes for the insurance sevices. |
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