Whether it is a matter of management Philosophies or learning tools, of management or action, we are bound to admit that the vast (though very discreet) insurance industry has already absorbed the elementary bases of theses new approaches. It still remains for marketing based management to "penetrate" into practice and to prove its usefulness at all levels. This explains the very title of this work, which seeks, after a rapid appreciation of the situation, to trace systematically what can and must be done.
Author(s): Crockford, Neil and Harrari, Claud
Published: 1984
Binding: Paperback
ISBN 10: 0900886692 ISBN 13: 9780900886690
Contents
Part I : Principles
Synopsis of Part I
Section 1 : The General Environment
Summary
A. Changes in the Economic Context.
1. Markets and Consumers.
2. The Awakening of the Consumer.
B. The Special Environment of Insurance.
1. Upstream, a Complicated Manufacturing Tool:
2. Whose many products are poorly known.
3. Downstream, a Distribution System Which is Generally Traditional and Small-scale,
4. To a Public Permanently “Bathed” in Insurance,
5. While a Gulf Tends to Open up Between Insurer and Policy Holders.
C. Recourse to Marketing is Essential.
1. Is Marketing a Unifying Factor?
(a) The Context of Marketing-Based Management is Different in Insurance.
(b) It is These Differences which enable it to Bring those Involved Closer Together.
2. Its Techniques Must, However, be Rethought,
3. And it must, as a First Priority, Consider the Image, which must be Changed.
This Explains the Specific Environment, Especially in the Qualitative Sense, which Marketing has in Insurance.
Section 2 : Products
A. Theoretical Marketing Concepts for Consumer Products.
B. The “Product System” in Force.
C. New Factors will Bring Reality Closer to What is Desirable.
D. New Products.
Section 3 : Distribution
A. The Various Channels.
B. Basic Descriptions of Them.
1. Traditional “Long” Circuits;
2. “Short”, Industry Circuits;
3. Non-traditional Circuits.
C. Traditional Channels are Exposed to Attack Everywhere,
1. They have not been able to Specialise;
2. They have a Complex Structure;
3. They Rely on Distributors who are Themselves Facing a Crisis;
D. While the Short Circuits are Engaged in a Price War;
E. The Future will not be Decided by Different Kinds of Distribution.
1. Company-broker Marketing is Still Possible Today;
2. But Different Thinking is Essential to Develop all Kinds of Insurance.
Part II : Practice
Synopsis of Part II
Section 1 : Working Rules
A. The Tasks Assigned to Marketing.
1. Overall Tasks;
2. Divisionalised Tasks.
B. How are Strategies and Tactical Plans Worked Out?
1. The Marketing Plan,
2. Essential Inter-relation between Marketing and its Environment;
3. Marketing Audit Concepts;
4. Overall Strategies;
5. Tactical Plans.
Section 2 : Information (or The “Raw Materials” of Marketing)
A. What Information is needed to Start With? (Check-lists);
1. About Policyholders Themselves, as Consumers;
2. About Distributors,
3. About Competitors.
B. Principal Information Sources Which can be Used in Taking a Marketing Decision.
1. Schematic Representation;
2. Sources of Market Information;
3. Sources of Client Information;
4. Information Supplied by Sales Networks.
C. Principal Information Methods Used to Stimulate or Support Marketing Action.
1. Methods of Informing Prospects.
2. Aids to Intermediaries
3. Action by Sales Networks Towards Customers.
D. Notes on Information Feedback, or Methods by which the Public can Act on Companies and Sales Networks.
E. Suggested Classification of these Different Kinds of Information:
1. By Origin.
2. By Purpose.
F. Information Peculiar to the Broker Because of the Nature of his Business.
1. External Information;
2. Internal Information;
3. Information Flow;
4. Training (Notes);
5. Example of a Table of Management Indicators.
G. Using Information in a Marketing Context.
1. Preliminary Remarks;
2. Basic Outlines;
3. General Analysis by Type of Action for Each Party Involved;
4. Overall Structure;
5. Use of Information in Choice of Directions.
Section 3 : Communication (The Means of Direct Marketing Action)
A. Fundamentals.
B. Basic Structure Diagrams.
1. Links Between Sources of Information and Means of Action;
2. Special Diagram for Mass Communication Activity;
3. The Four Interdependent Facets to be Considered;
4. Launch of a New Policy, Starting With an Idea;
(A) Co-ordination of Test Marketing;
(B) The 5 Phases of the Launch Proper.
C. Analysis of Some Types of Communication.
1. General Advertising.
(A) Diagram Illustrating the Most Useful Areas;
(B) Purposes of this Type of Action;
(C) Table Defining Some Specific Criteria.
2. Local Advertising.
(A) General;
(B) Method.
3. Direct Mail.
(A) Principles.
(B) Advantages And Disadvantages.
(C) Method.
(D) The Secret.
4. Shop Windows.
D. The Marketing Programme of the Broker or Agent. (Synthesis of Part II : Putting it into Practice)
1. Why Use Marketing?
2. Choosing a Line of Development.
3. Agent or Broker’s Check-list (as a Conclusion).
Appendix 1
What is Classic (“Second Generation”) Marketing?
Appendix 2
Historical Chart of the Five Major Stages of Consumption
Appendix 3
Discussion of the Changes in the Economy and their effects
Appendix 4
Monsieur P. Milleron
Appendix 5
New Forms of Distribution in the Non-insurance World
Appendix 6
Information in Traditional Marketing
Appendix 7
Marketing Indexes in Insurance
