Sumenkova L.A.V.B. Sochava Institute of Geography of Siberian Branch of RAS, Irkutsk, Russian Federation passwrd@mail.ru
Subject The article studies marketing issues in the sphere of insurance. Objectives Our purposes are to study the principles of insurance marketing and find the ways of their application in the regional market of insurance services. Methods Sectoral and territorial approaches to studying the insurance services segment served as a methodological basis of the research. For the comprehensive analysis, we applied a systems approach using the interactive forms to access departmental information that complements the basic socio-economic indicators. Results We present a scheme of operation of modern insurance marketing. We considered the key objects of insurance marketing using the integrated automobile insurance, except for liability of the Irkutsk oblast. We give a definition of insurance marketing in the light of the evolving system. On the basis of the age and sex structure of the population of the Irkutsk oblast, we identified contingent consumers the integrated automobile insurance. We show regional and federal dynamics level of motorization and identify the factors that affect the basic automobile insurance economic performance that should be considered when designing insurance companies' tariff policies. Conclusions and Relevance Insurance marketing strategies should be focused on the creation of a scientifically sound information base, including the study of the most important components of demographic potential, as well as the actual and projected domestic auto market. The results obtained can be used in the economic activities of insurance organizations to develop marketing strategies for auto insurance. In addition, the summary data contribute to the general culture of the insurance conduct of potential consumers.
Keywords: insurance marketing, auto-hull insurance, consumer, automobilization, voluntary car insurance
References:
Wright J.S. Leaders in Marketing. Journal of Marketing, 1973, no. 37, pp. 71–72.
Crosby L.A., Stephens N. Effects of Relationship Marketing on Satisfaction, Retention, and Prices in the Life Insurance Industry. Journal of Marketing Research, 1987, no. 24, pp. 404–411.
Ryals L. Making Customer Relationship Management Work: The Measurement and Profitable Management of Customer Relationships. Journal of Marketing, 2005, no. 69, pp. 252–261.
Velimetov R.Sh. [The principles and objectives of marketing in the insurance business]. Transportnoe delo Rossii = Transport Business of Russia, 2009, no. 10, pp. 5–7. (In Russ.)
Mamedova I.I. [A systems approach in the marketing activities of the insurance company]. Transportnoe delo Rossii = Transport Business of Russia, 2010, no. 11, pp. 167–169. (In Russ.)
Skrypnikova M.N. [Insurance marketing]. Rossiiskoe predprinimatel'stvo = Russian Journal of Entrepreneurship, 2001, no. 7, pp. 57–60. (In Russ.)
Pankrukhin A.P. [The logic of marketing entity and development]. Prakticheskii marketing = Practical Marketing, 2009, no. 5, pp. 3–14. (In Russ.)
Efimushkin S.N., Ovsyannikova A.B. [The marketing function in the management system of R&D activity of a technological university]. Rossiiskoe predprinimatel'stvo = Russian Journal of Entrepreneurship, 2005, no. 11, pp. 62–64. (In Russ.)
Shebzukhova D.K. [A mechanism of management of the regional insurance market]. Sovremennye problemy nauki i obrazovaniya = Modern Problems of Science and Education, 2012, no. 6, pp. 67–75. Available at: Link. (In Russ.)
Shevchenko D.A. [Strategic marketing of an organization: principles of planning and implementation]. Prakticheskii marketing = Practical Marketing, 2010, no. 3, pp. 4–9. (In Russ.)
Rybkin I. Sekrety masterstva strakhovogo menedzhera: kak bystro nabrat' agentov i effektivno upravlyat' gruppoi [Secrets of the insurance manager: how to quickly recruit agents and effectively manage the group]. Moscow, Institut obshchegumanitarnykh issledovanii Publ., 2009, 432 p.
Pinkin Yu.V. Startovyi kurs strakhovogo konsul'tanta [A start-up line of the insurance consultant]. Moscow, MarT Publ., 2008, 320 p.
Zubets A.N. Marketingovye issledovaniya strakhovogo rynka [Marketing research of the insurance market]. Moscow, Tsentr ekonomiki i marketinga Publ., 2001, 244 p.
Cherenkov A.A. [A 'statistical' approach to market segmentation]. Prakticheskii marketing = Practical Marketing, 2009, no. 8, pp. 55–61. (In Russ.)
Krylov I. [The social aspects of marketing technology: segmentation, positioning, branding]. Prakticheskii marketing = Practical Marketing, 1998, no. 2, pp. 2–7. (In Russ.)
Fedorets M.N. [Marketing research and analysis of consumers of services market]. Marketing v Rossii i za rubezhom = Marketing in Russia and Abroad, 2002, no. 6, pp. 16–21. (In Russ.)
Gromov N.N. Menedzhment na transporte [Transport management]. Moscow, Akademiya Publ., 2003, 528 p.
Kucherova N.V. [The development trends of insurance marketing in Russia]. Izvestiya Orenburgskogo gosudarstvennogo agrarnogo universiteta = Izvestia of Orenburg State Agrarian University, 2010, vol. 4, no. 28-1, pp. 154–158. (In Russ.)
Kucherova N.V. [A methodological approach to the systematization of methods of analysis of the market of insurance services and the methodology of studying its potential]. Izvestiya Orenburgskogo gosudarstvennogo agrarnogo universiteta = Izvestia of Orenburg State Agrarian University, 2010, vol. 1, no. 25-1, pp. 153–156. (In Russ.)
Selezneva O.V., Tolstykh T.N. [The development trends of regional local insurance markets]. Vestnik Tambovskogo universiteta. Ser.: Gumanitarnye nauki = Tambov University Review. Ser.: Humanities, 2012, no. 9, pp. 31–41. (In Russ.)
Zhuravleva M.M. Vliyanie kommunikatsionnykh tekhnologii na razvitie ekonomiki i upravleniya. V kn.: Aktual'nye problemy ekonomiki, menedzhmenta i turizma [The impact of communication technologies on the development of economy and management. In: Actual problems of economy, management and tourism]. Irkutsk, MSLU ELU Publ., 2015, pp. 69–75.
Kuznetsova S.A., Markova V.D. [New trends in the development of theories and methods of strategic management]. Region: ekonomika i sotsiologiya = Region: Economics and Sociology, 2015, no. 2, pp. 266–283. (In Russ.)
Brandenburger A.M., Nalebuff B.J. Co-opetition: Konkurentnoe sotrudnichestvo v biznese [Co-Opetition]. Moscow, Keis Publ., 2012, 352 p.
Prahalad C.K., Ramaswamy V. Budushchee konkurentsii: Sozdanie unikal'noi tsennosti vmeste s potrebitelyami [The Future of Competition: Co-Creating Unique Value With Customers]. Moscow, Olimp-Biznes Publ., 2006, 352 p.
