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| Tekijä: | Konüina, M. |
| Otsikko: | Teoretiüna izhodiäüa za pristop k oblikovanju tr`enjskih strategij zavarovalnic v razmerah preobrazbe zavarovalniätva v Sloveniji |
| Lehti: | Slovenska ekonomska revija
1994 : VOL. 45:4, p. 299-314 |
| Asiasana: | SLOVENIA INSURANCE INSURANCE COMPANIES MARKETING SERVICE MARKETING STRATEGY MARKET SEGMENTATION MARKETING MIX COMPETITION COMPETITIVE ADVANTAGE LOSS RISK LEGISLATION STANDARDS |
| Kieli: | slv |
| Tiivistelmä: | The new legislative regulation of insurance in Slovenia, which we are expecting in the near future, will require some fundamental interventions as to the content and the organisation of work by insurance companies.The insurance law, which should be accepted this autumn, will prescribe among other things - larger guarantee funds than those held by insurance companies untill now, and the government supervision, controlling the observation of insurance principles and laws.Tere will be also a new classification of insurances by sort and groups, harmonized with the European directives for the industry.The new legislative business conditions will require from insurance companies a global review and a reassesment of theoretical fundamentals for creating and designing marketing strategies.In 1990, insurance societies transformed into service companies, according the federal law regarding the basic system of insurance of persons and fortune, accepted at that time.Nevertheless, the content of their work has remained in many points of view a heritage of the past legislation.The new Slovene legislation validates the European standards also regarding proposals of insurance services and investment strategies of insurance companies. The paper demonstrates the critical issues to be considered by insurance companies at performing their services (at processing and marketing).Therefore it has been necessary in the paper to examine the technical function of the insurance (balancing of risks by realizing the law of large numbers and the principle of solidarity) and the marketing orientation of insurance services.We might expect that in our society the need for new insurance services will gradually become more intensive, especially in the area of persons insurance and some sorts of fortune insurance. Accordingly it has been necessary to show methods of risk determination concerning the sort of risk that can become an object of insurance.Which is fundamental for the marketing strategies approach of insurance companies.The marketing strategies of insurance companies must take into account all the characteristics of services marketing.Besides, there is always a contracting relationship in insurance, regulated by the obligation law.Further, the paper considers possibilities of determining target markets and segmentations for insurance services, competition positioning of insurance services and insurance companies and creation of a marketing mix for insurance services.The last chapter discusses possibilities of realising a marketing strategy and the critical issues for its realisation, stressing the consideration of human factors, which are of outmost importance for the business performance of every service and also of insurance company. |
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