Digitalni repozitorijum
Univerziteta u Beogradu
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MARKETING IN INSURANCE – RESPONSE TO CONSUMER DEMANDS
Gligorijević, Mirjana
Disruptions in the marketing environment have always existed and there will be a constant stream of future disruptions. Companies must successfully face disruptive challenges – from the digital revolution and major economic changes, through the consequences of the global COVID-19 pandemic, to a wide range of environmental, social and political changes. Companies in this age of disruption, to thrive or even survive, must adapt to eliminate threats and take advantage of opportunities. They must learn to serve customers profitably in the face of constant change and uncertainty. This requires a new, more holistic marketing approach – a concept that can be a strong foundation for companies as they face various challenges in the present and in the future. The concept of marketing has evolved and developed since its inception until today. That development went from simple exchange, through consumeroriented marketing, value-oriented marketing, to marketing in the digital world and marketing in the virtual environment. During the evolution, the application of the marketing concept contributed to the achievement of the company's goals while satisfying the needs and desires of consumers, but also taking into account the long-term interests of society. The marketing concept changed and progressed under the influence of various factors from the environment, and at the same time, technological innovation and digitalization are not the only factors that influenced its evolution, although most works emphasize the impact of technological progress on its evolution. This chapter analyzes the broader factors that influenced the development and evolution of the marketing concept, in addition to technological progress, changes in the market, changes in consumer behavior and changes in society. The chapter aims to analyze the development of Marketing in insurance as response to changes in consumer demand. That development took place in five basic stages, known as the five stages of marketing development, from Marketing 1.0 to Marketing 5.0. The focus of the analysus will be on the evolution of marketing objectives and the critical characteristics of each stage in the development of marketing, and understanding how progress has occurred. In particular, the main factors respossible for growh will be analyzed. The research objectives that arise from the chapter aim are: 1. Analysing the marketing concept evolution and various stages of marketing in insurance as response to consumer demands. 2. Interpreting the fundamental differences between each stage of marketing. 3. Analysing how digitalization affects marketing in insurance companies.
engleski
2024
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Creative Commons CC BY-NC-ND 4.0 - Creative Commons Autorstvo - Nekomercijalno - Bez prerada 4.0 International License.
http://creativecommons.org/licenses/by-nc-nd/4.0/legalcode
Keywords: insurance, marketing