Trženje zavarovanja Asistenca doma v Zavarovalnici Triglav, d.d.

diplomsko delo

Mirjana Brudar (Author), Bruno Završnik (Mentor)

Abstract

Podjetje, ki želi uspešno poslovati, mora poleg tega, da zagotavlja kvalitetne izdelke po ustrezni ceni, veliko pozornosti posvetiti tudi tržnemu komuniciranju. V primeru trženja storitev je pomen tržnega komuniciranja še toliko večji, saj je pogosto kakovost storitve težko ovrednotiti. To velja tudi za zavarovalne storitve, saj se stranka ob sklenitvi zavarovalne pogodbe, zavaruje za nekaj, kar se mogoče ne bo nikoli zgodilo. V diplomski nalogi je v prvem delu s pomočjo strokovne literature teoretično predstavljeno tržno komuniciranje s poudarkom na storitvah. Opisane so dejavnosti komunikacijskega spleta: osebna prodaja, oglaševanje, neposredno trženje, stiki z javnostmi in pospeševanje prodaje. V drugem delu so dejavnosti komunikacijskega spleta predstavljene na primeru trženja zavarovanja Asistenca doma. Na kratko je predstavljeno zavarovalstvo na splošno in Zavarovalnica Triglav, d.d. ter produkt Asistenca doma. V nadaljevanju so predstavljene aktivnosti tržnega komuniciranja in rezultati oglaševalske akcije ter prodajni rezultati.

Keywords

zavarovalnice;storitve;tržno komuniciranje;komunikacijski splet;

Data

Language:	Slovenian
Year of publishing:	2016
Typology:	2.11 - Undergraduate Thesis
Organization:	UM EPF - Faculty of Economics and Business
Publisher:	[M. Brudar]
UDC:	659.3:368
COBISS:	12251932
Views:	1206
Downloads:	132
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	English
Secondary title:	Marketing insurance of Household Assistence in Insurance company Triglav
Secondary abstract:	A company that wants to operate successfully needs to assure quality products at appropriate prices, as well as pay attention to marketing communications. The importance of marketing communications is even bigger in the case of marketing the services because the quality is difficult to evaluate. This is also true for insurance services which insure the clients for something that might never even happen. The first part of my thesis presents marketing communications with emphasis on services, using professional literature. It describes activities of communication mix: personal sales, advertising, direct marketing, public relations and sales promotions. The second part presents activities of communication mix on a marketing model of insurance of household assistance. It shortly describes insurance in general, insurance company Zavarovalnica Triglav and its product Insurance of Household Assistance. This is followed by activities of marketing communications, results of the advertising campaign and the sales results.
Secondary keywords:	insurance services;marketing communication;marketing communication mix;household assistance;
URN:	URN:SI:UM:
Type (COBISS):	Undergraduate thesis
Thesis comment:	Univ. v Mariboru, Ekonomsko-poslovna fak.
Pages:	38 str.
ID:	9078731