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| Author: | Zhang, Hongxia |
| Title: | Marketing of insurance goods: connotation and characteristics (original in Chinese) |
| Journal: | Economic Science (c)
1998 : 12, p.82-86 |
| Index terms: | INSURANCE MARKETING |
| Language: | chn |
| Abstract: | Insurance marketing refers to designing and developing the insurance goods satisfying the needs of policyholders on the basis of investigating people's potential demand and making them accept such goods by various means of publicity and satisfied fully from them. Their characteristics are as follows: 1. taking the initiative in marketing to change the potential demand into the realistic one; 2. humanized marketing which means that the dealers of insurance goods need to always face themselves, the employed and clients and realize the unification of their interests; 3. marketing stressing relationships, which means establishing and maintaining a good relationship with clients, promoting the cooperative relationship with competitors and coordinating the relationship with the government. |
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