Теоретичні аспекти маркетингової орієнтованості страхових компаній
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Дата
2013
Автори
Забурмеха, Є.М.
Zaburmekha, E.M.
Назва журналу
Номер ISSN
Назва тому
Видавець
Хмельницький національний університет
Анотація
В статті розглянуті підходи до визначення маркетингової орієнтованості та запропонована структурно-логічна
схема побудови маркетинг-орієнтованої страхової компанії, яка передбачає створення, корегування і підтримку
працездатності такого механізму в системі торговельних операцій компанії, який забезпечував би не тільки здійснення
стратегічних і тактичних цілей компанії, але й створення умов для їх досягнення
The article deals with approaches to marketing orientation and proposed structural and logical scheme of marketingoriented insurance company that understands the creation, updating and maintaining efficiency of this mechanism are already trading company that would provide not only the implementation of strategic and tactical objectives of the company, but also to create conditions for achieving them. Marketing management in the insurance business - is the realization of research, manufacturing and marketing operations aimed at obtaining reliable intelligence about the market, its structure and dynamics of demand, changes in customer needs, competitor activities to implement marketing activities and achieve their goals. Feature of marketing management in the insurance business is one and the same product on a plan in real performance takes a variety of forms depending on many factors micro and macro operation of the business. Therefore, for marketing management measures should take into account all the conditions relating to the possible differentiation insurance product. For the sake of maintaining their market position and increase sales insurance companies have to use the full range of marketing tools, combined with regular market research and analysis of the financial performance of its activities
The article deals with approaches to marketing orientation and proposed structural and logical scheme of marketingoriented insurance company that understands the creation, updating and maintaining efficiency of this mechanism are already trading company that would provide not only the implementation of strategic and tactical objectives of the company, but also to create conditions for achieving them. Marketing management in the insurance business - is the realization of research, manufacturing and marketing operations aimed at obtaining reliable intelligence about the market, its structure and dynamics of demand, changes in customer needs, competitor activities to implement marketing activities and achieve their goals. Feature of marketing management in the insurance business is one and the same product on a plan in real performance takes a variety of forms depending on many factors micro and macro operation of the business. Therefore, for marketing management measures should take into account all the conditions relating to the possible differentiation insurance product. For the sake of maintaining their market position and increase sales insurance companies have to use the full range of marketing tools, combined with regular market research and analysis of the financial performance of its activities
Опис
Ключові слова
страхова компанія, маркетингова орієнтованість, організаційна структура, insurance company, marketing orientation, organizational structure
Бібліографічний опис
Забурмеха, Є. М. Теоретичні аспекти маркетингової орієнтованості страхових компаній [Текст] / Є. М. Забурмеха // Вісник Хмельницького національного університету. Економічні науки. - 2013. - № 6, т. 2. - С. 115-120.