Marketing koncept u društvima za osiguranje

Abstract

Cilj istraživanja u ovom radu je proces prodaje usluga osiguranja, kao najvažnija oblast poslovanja svakog društva za osiguranje. Ovaj proces je sagledan iz ugla marketinga i distribucije u klasičnoj prodaji osiguranja kroz tradicionalne kanale prodaje. Osiguranik mora biti u središtu svih budućih aktivnosti društava za osiguranje. Zadovoljenje potreba osiguranika je osnovni preduslov za uspešnu prodaju usluga osiguranja, pa je za svako društvo za osiguranje neophodno da ovo implementira u svoju strategiju kroz poslovnu politiku i poslovnu kulturu. Usluga osiguranja može se distribuirati različitim prodajnim kanalima. Bitno je da ti prodajni kanali osiguravaju raspoloživost usluge osiguranja u pravo vreme, na pravom mestu i u odgovarajućim količinama.

The aim of the research in this paper is the process of selling insurance services, as the most important business area of every insurance company. This process is viewed from the marketing and distribution angle in classic insurance sales through traditional sales channels. The insured must be at the center of all future insurance activities of the insurance company. Satisfying the needs of the insured is a basic precondition for the successful sale of insurance services, so for every insurance company it is necessary to implement this in its strategy through business policy and business culture. The insurance service can be distributed by different sales channels. It is important that these sales channels ensure the availability of the insurance service at the right time, in the right place and in the appropriate quantities. The paper deals with classical marketing and traditional distribution channels in the function of insurance sales.