Hayat sigortalarında pazarlama stratejileri

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Tez No: 37016
Yazar: ÖZLEM AKSIN
Danışmanlar: DOÇ.DR. SAMİM ÜNAN
Tez Türü: Yüksek Lisans
Konular: Sigortacılık, Insurance
Anahtar Kelimeler: Belirtilmemiş.
Yıl: 1994
Dil: Türkçe
Üniversite: Marmara Üniversitesi
Enstitü: Sosyal Bilimler Enstitüsü
Ana Bilim Dalı: Belirtilmemiş.
Bilim Dalı: Belirtilmemiş.
Sayfa Sayısı: 85

Özet

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Özet (Çeviri)

CONTENTS i. INTRODUCTION 1 2. THE MARKETING CONCEPT OF LIFE INSURANCES 2 2.1. The History Life Insurances and Development In T'ur ke>. 2 2. 2. The Place of Life Insurance Marketing Concept In 4 General Marketing Concept and Reform 2!. 2. i. From Viewpoint of Concept - 4 2.2. 2. From Viewpoint of Reform 5 3. STRATEGIC MARKETING PLANNIG 8 3. i. Mission and Aim 9 3.2.Comparing Environmental Factors 9 3.3.Development of Marketing Aims and Strategies İ0 3.3. i. Assessment of The Existing Condition İ0 3. 3. 2. Determination of Marketing Aims li 3. 3. 3. Evaluation of Marketing Opportunities il 3. 3.4.Marketing Compounds Strategies 12 3. 4. Action Plan 12 3. 5. Marketing Supervision İ3 4. FACTORS EFFECTING ATTITUDE OF THE CONSUMER AND CUSTOMER... 16 4. 1.Consumer ' s Attitude İ8 4. 2. Customer ' s Attitude 18 5. DISTRIBUTION CHANNELS AND THEtR MANAGEMENT 20 5. 1. Independent Insurance Agencies From The Company 20 5. 2. Management of Intermediaries Being Independent........ 2İ 5.2. 1.Analysis And Plannig 22 5. 2. 2. Regional Agency Selection 22 5. 2. 3. File And Training of Agency 22 5.2.4. Approval of Agency 23 5.2. 5. Agency Responsibilities 23 5. 2. 6. Sale and Premium Control 24 5.2. 7. Relationship of Agency 24 5. 3. Insurance Intermediaries Dependig on The Company 25 5.4.Sales Method 26 5. 4.1. Sales Method and Duties of Sales Managers 26 5. 4.2. Avai labi 1 i ty of Salesman and Selection 26 5.4.3.Trr«jnnfn nf Salesman..,., 27.. 6. THE PRODUCT AND PRICE STRATEGY 6.1. The Product Strategy 29 6. 1. 1.Development of New Product 29 6. 1.2. Product Life Curve and Product Management i....... 30 6. 2. Price Strategy *... 3İ 7. HOLDING ON WORKS, 32 7. i.Relations With Insured and Public Promotion........... 32 7.2. Advertisement. 33 8. CONCLUSION 351 - 1. INTRODUCTION In our country life assurance hâs great potential. The ability of firms in using this potential is related to their marketing strategy. This Strategy is an attempt to explain by using notes about general marketing and life assurance.“'*5f'f -2- 2. THE MARKETING CONCEPT OF LIFE INSURANCES. 2.1. The History Life Insurances and Development in Turkey The basis of life insurances had been constituted during Egyptian and Roman periods and had been founded in charity Foundation with religions and social aim and goals. Again, Romans had made provisional life in insurances for seamen during 225 years B.C. by forming simple morcalite, In real sense, implernentnt ion of life insurance goes back to establishment of a partnership company related to a life insurance religions projeduces in America had prevented development of life insurances for a long time. Life Insurance agencies had attained independent working environment towards mid of 19th century and major part of famous life insurance companies had emerged during this period. a M-3- The insurance in Turkey in general sense had come out by a f atwa in respect with that making insurance is justified, issued by religious authority as a result of fires occurred in Istanbul frequently towards the ehd of 19th Century and then many insurance companies had come to Turkey since a company to be established in Turkey making insurance coverage is considered as forbidden from viewpoint of religion, this subject matter had remained under monopoly of foreign companies till declaration of the Republic First national insurance company had been established in 1925 and companies working with life coverage had been established in 1950s respectively. While important increases had been observed in sale of life policies at the beginning of 1970s the insurance sector had entered into bottle neck for the reason of raise of inflation and existing companies did not adopt fund management policy to neutralize inflation due to Cyprus crisis in 1974 and f pi lowing petroleum crisis. After issuing profit shared. ? j... pblicies for sale in 1979, life insurance had entered into development trend during 1985-1992 and During 1992, it had fallen back of other insurance branches. The reason for this was in general structure of country's- 4 - economy as well as it can also be sought in non- specification of marketing strategies by companies in the sector. In consequence of continuation of sales by conducting hope dealing without making sufficient explanation, it was unavoidable that there was recess in life insurance in 1992. 2.2. The place of life insurance marketing concept in General Marketing Concept and Reform. 2.2. i. From viewpoint of Concept Service Marketing is much more difficult as per goods marketing. The basic reason of this consumer cannot measure quality and capacity of service while buying service due to its untouchable condition. Thus, human relations and persuasion and convincing capability in service marketing become the most important aspects. While in various service sectors, services bought against money return to consumer as a concrete benefit such as a telephone call, health checkup or cinema ticket, in areas where conceptual needs are not developed such as insurance marketing is becoming much more hard and difficult For the same reason, the trend to put goods under security against possible risks have dominated in Turkey- 5 - and life insurances have stayed in second plan for a long times. Inadeqtiancy of existing social security and exercising this security with difficults during recent years and technical prof itibility being higher in conclusion of fund creation power of life- insurances have caused Life insurance has become subject of agenda even though with some delay. 2.2.2 From Viewpoint of Reform In sjupply deficient economies, concept of marketing was perceived as sale of produced goods or services by making profit by whatsoever means. After 2nd World War, it was noticed that obtaining profit is also important as directly gaining profit and emphasis was given that aim and goal of marketing should be in such structure maintaining interests of consumers and community in general for long term period. In marketing concept of life insurances, a development was observed in Turkey in this direction. In 1950s, Turkish insurance companies had entered in life insurance business for the purpose of solely making profit by products taken as example from abroad. In the- 6 - hMhtintS,' â§ â rusit of âdoptioh of föârkötİHg' böhcSbt trettded to the consumer in the t?oi”id, Turkey had adapted herself to this refoHri âhd Marketing Concept hâd böebhte* öUbject Matter of agöhcU directed to domestic hiârketihg* by placing Üfe insurance cohsicioUs through dgeHeieö ât the begihrtitıg of 1970s, MoWever, thö products With Hifid tît-ettiUni âhd capital being rapidly sold, hâd foiit âgâiHsl inflation then, it Was Understood thât prödübtS Whiell had been prepared Without cottsidiHHg HâkilirM pertaining to econotny âhd coHöUtriei- hâd b&İfi brösehtöd td the market. After issüe- of brodllcti işitti brdtit sliârSİ bâlâhcihçf âhd off settihd, ihflâtioh foİİbtHhg' İ91$> iit§ ihsUrahcS had possessed the highest groWihg sbİld geheirally ih the sector, în sipite of thesî, düâ tö * i düir-ihg the last four years, companies had conceived to orient and direct as per reguiremeht of tb§ cohsUmer âhd theh, had adopted policy sale to proVidi cohtihUity With high premium andu consumer target had shown iiidih^ towards ürbah popülatioH having higher ihcohiÖ İeVöl âhd education from rural section.7 - In conclusion,,. life insurance marketing activities during 1950 and 1990, had continued with full of errors for the reason of not considering life insurance as ah independent and professional occupation.-8- 3. STRATEGIC MARKETING PLANNING In this section, by protecting consumer interest and defending the necessity of oriented to community benefit of life insurance marketing activities, it was attempted to emphasis© the necessity of strategic marketing planning and to specify its principles. Marketing plans in Managements are executed for major three reasons. 1) To put method of thinking being followed in concrete and solid manner. 2) To constitute a document showing sources employed for life and image and attempts being made. 3) To specify how the financial sources should be uti lized. As related to these, the success of strategic marketing planning depends on the following aspects. 1) Suitable management mode and a democratic organization structure. 2) Effective information and knowledge system. 3) To produce alternative in action style and preference decision making about suitable and convenient tvoea._9- 3.1. Mission and ftim In order to pass into marketing planning period, first of all, top level management should specify the mission of the firm. In a mission of a life insurance company rights and interests of insured should be protected and service should be rendered for prosperity, Welfare ethd happiness of the community and then, to increase prof itibility. The service to be rendered ih ordef to realize this mission, should be superior in various matters such as quality, price, sale effectiveness in comparison with competitors in the market. The top management will have to realize such super ioties through various methods. 3.2. Comparing Environmental Factors. Since the Management exists in an open system, so there are various environmental macro factors effecting this system. Perhaps, the only, single common aspect of these factors carrying different properties from each other is to be open to change continuously. This feature often causes difficult problems for managers to be solved.-10- We c4n put these factors effecting the management in the foil owi ng groups. i) Economical Environment Factors. 2) Marketing Environment Factors. 3) Competition Environment Factors. 4) Management Environment Factors. 3.3. Development of Marketing Aims and Strategies. 3.3.1. Assessment of the Existing Condition. Since marketing planning will contain variable marketing strategies with sholr-t and long term, existing condition should be assessed during each planning period and detailed analysis of foreign marketing factors and policy sales should be conducted. execution of the subject analyses would only be possible by supervision and control of marketing activities. Supervision reports will form sources in execution existing condition will assist for development of alternative plans in future.-11- 3.3.2. Determination of Marketing Aims. Life insurance marketing aims can be grouped as follows. 1) To increase prof itibility pro rata to service quality of the Management. 2) To have certain market share ı by taking product variety and features into consideration. 3) To assure orderly and regular Collections. 4) Under any condition, to maintain powerful, prestigious and constructive, positive image. 5) To reduce costs by conducting separate assessment for each product. 3.3.3. Evaluation of Marketing Opportunities. While making evaluation of Marketing Opportunities. it shoujld be taking into consideration service quality, sale effectiveness and financial power. Before taking insured mass to the side of the firm who were not satisfied by rivals, size of requirement, benefit to the firm, costs and conformity to the mission of the company should be strictly examined and studied. Attractiveness of product to the market and power of the firm together-12- will specify evaluation capacity of that firm in market opportunities. While evaluating market opportunities, differences advantages and benefits of the firm and product possessed by the firm should be emphazised initially and thus a positive image should be created. Another factor being important for life' insurance company is that presentation of the product should reflect firm's image and should be in a style and method to be distinguished from its rivals. 3.3.4. Marketing Compounds Strategies. In life insurance marketing it is the most significant goal to keep insured amount as per comparison with competitors by Using all sources in effective manner. In order to achieve this the firm should be open to the competition. The firm should deve lope its mission specified in marketing compounds quality of the firm properly and this is an effective factor in strategical i action in the market. 3.4, Action Plan Action plan is to express data obtained during planning- 13 - action plan for a life company should include sale plan for1 every kind of product, cost of marketing compounds and criteria reflecting cause conclusion relationship between these. While making action plan strategies to be specified for the present and future should be taken into account. The life insurances should require to take at least five years period as basis for marketing planning and this should be converted into yearly and even six monthly basis. In action plan, standards, costs, deviation level, reporting mode and who will be responsible related to whole factory should be clearly stated. Furthermore, by help of action plan, management summaries reflecting developments can be formed for each product as from presentation. 3.5. Marketing Supervision. The success of action plan depends on its criteria. There are two basic variety of marketing supervision. These are vertical and horizantal supervisions. In both type of marketing supervision, there are in general, four common features.- 14 - 1) Existence of wide viewing point. 2) Person making evaluation should bear independent capacity. 3) Existence of system. 4) Being periodical. Supervision can come to the agenda during periods when various problems will come out. Whereas, when everything is all right, periodical supervisions will prevent emergence of problems to be encountered. The real aim and purpose of marketing supervision is to increase marketing ef fetiveness. Its implementation is ized in three stacres. 1) specifying aims, scopes and approach to be employed in the supervision. 2) Collection of data related to the supervision. 3) Preparation of reports to submit data to the Managers Marketing supervision consisting of six important sections will assure to review regularly activities of marketing by management and to carry out the necessary corrections and amendments. It is obviously and clearly observed in life insurance development curves that efff :.' i >. * iv' Me;?- İ5 - are not well supervised in Turkey. In order not repeat mistakes made in the past, marketing supervision should definitely be applied.- 16 - 4. ifACTORS EFFECTING ATTITUDE OF THE CONSUMER AND CUSTOMER Specifying target money in order to develop marketing strategies in life insurances depends on solution of behaviour and attitude of insured (consumer) and customer being two important sources. One of the important factor effecting market is population size and other one is quality. Besides these, taking economical and psychological properties to be taken into account. In order to convent a need into instituation, it should be incited. For this reason, it should be emphazised that life insurances are a need to look forward future with security. So, it can be assured to enter to top steps of needs in Moslov's pyramid by teaching concept of life insurance and making warnings about importance of taking life safety and family guaranty of mankind besides other requests and wishes of being insured.- 17 - Another.. factor being effective during period of making decision, for buying by the person is reference group. Especially in selection of agencies in life insurances, it should be taken into consideration whether there is reference group leadership of person or not and then this factor Will be possible to Use in positive direction. The most suitable class from viewpoint of life insurance potential is mass having high buying and cultural level. But the need of person Under insufficient income group to secure himself /herself or his/her family Under security against unexpected events, can be used from marketing viewpoint. Also, development of life insurances is proportional to economical structure of the country and per capital income. By improving economy of the country the trend towards life insurances will increase. Factor effecting consumer and customer concepts and attitudes of these two groups show different features from each other. The Consumer makes buying activities in order to meet request and needs of himself and his family. Whereas, the customer is a person making buying activities to meet requests and needs of other people.- 18 - 4.1. Consumer's Attitude The attitude of consumer comes out as el result of his psychological economical structure and also his beliefs and behaviour marketing attempts and efforts executed as related to these factors can effect formation of attitude of the consumer in positive manner. 4.2. Customer's Attitude Factors effecting buying attitude of policy of the customer is more rational as per consumer. Price payment method, delivery time and mode, flexibility is known about benefitting from policy terms and conditions and similar technical aspects come out to the front line in customer's attitude which depends on more than one person marketing is important for manager to the extent of probable attitude of the customer and also developing strategy and tactics to effect customer as per characteristics of competitiors is important as well. Since emphasis and importance given to human sources in our country is increasing, the companies are willing to get their employees covered by insurance. By taking into consideration that continuity of group insurances is higher than individual itT*'ir«nrr»« nurh «if u*f -f nn i«?~ 19 - significant opportunity from viewpoint of marketing life and health insurance. In future, inclusion of tax gains such in individual insurances in group insurances in the laws and regulations will enliven this market to a great extent.- 20 - 5. DISTRIBUTION CHANNELS AND THEIR MANAGEMENT Since) distribution function is an important step for life) insurance company by coming to face to face with insured, it is rather importent to collect agancies to provide satisfaction of the insured. The distribution channels are grouped in two groups being one attached to the company and one independent from the company. 5.1. Independent Insurance Agencies from the Company. The intermediary agencies entering to this group in Turkey are specified as agencies, productors and brokers. Productors and brokers can not be active in marketing in life and health insurances as for as agencies. Insurance agencies defined in a clear and net manner in Insurance Control Law numbered 7397 are divided into two groups.- 21 - 1) A-“Agencies. These are agencies having full power and authority to conclude contracts and premium collection as representing insurance company. 2) B- Agencies: These are agencies acting only as intermediary to insurance contract conclusion. In order to execute the duty of agency as per Insurance and Reassurance Intermediaries Regulations, terms and conditions sought in logal and real persons are stated. Except those terms and conditions being mandatory from legal viewpoint, the firms can be specified by methods confined to their original structure A-Agencies in Turkey are selected among persons and establishments having assets, showing activity by marketing concept directed to sale again, by same logical deduction in life insurances depending on credit, it is preferred to specify bank branches as agencies whereas, in B- Agencies, it is almost impossible to see agencies working only with life and health insurances. 5.2. Management of Intermediaries being Independent. The selection and management of agency in Turkey is stipulated by law and shows differahces in accordance of- 22 - marketing concepts and strategies of the companies. In this section, it is attempted to present a management model to be implomented for a life insurance company. 5.2.1. Analysis and Planning. Aimed market is specified by its characteristics by dividing to geographical on social regions' and then demand for life insurance policies are determined. Later on, type of agency supervisor and representation is specified. After determination of costs, commissions and financial sources and possibilities, by approval of top management, Agency development program is formed. 5.2.2. Regional Agency Selection. Through advertisement, known persons and policy owners and i targettinğ persons being focus in the community agency candidates are determined and they are caused to compled 1st selection form by application form. The selected ones are invited for interview and second selection is realized by using interview form and Ilnd selection form. 5.2.3. File and Training of Agency. In conclusion of second interview to be made with agency candidate, information concerning about its gains are- 23 - given provided that it is included in the contract, the required documents are complated and then a file is formed. During training period in which cotnphrensive technical data and marketing notions related to life and health products are conveyed to them will commence, then candidates who could not adopt to this training are subjected to elimination during training period. 5.2.4. Approval of Agency Period and terms and conditions of agency are specified as per existing condations in the market. First customer contact is achieved by participation of an observer together and reports to be complated by agencies are prepared. The success rate in first contact is evaluated and decision is made whether to accompany in future visits or not.. 5.2.5. Agency Responsibilities In selection of agency responsible persons (supervision) two vmr& sale experience and organization properties fKjfMi-.: î ?--..'?”.; -.?,;.!-"! >.??, i -'tn

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