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Q: What was the major European contribution to the death rateof native Americans?
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® INTRODUCTION:Wherever there is uncertainty there is risk. We do not have any control over uncertainties whichinvolves financial losses. The risks may be certain events like death, pension, retirement oruncertain events like theft, fire, accident, etc.Insurance is a financial service for collecting the savings of the public and providing them with riskcoverage. The main function of Insurance is to provide protection against the possible chances ofgenerating losses. It eliminates worries and miseries of losses by destruction of property and death.It also provides capital to the society as the funds accumulated are invested in productive heads.Insurance comes under the service sector and while marketing this service, due care is to be takenin quality product and customer satisfaction. While marketing the services, it is also pertinent thatthey think about the innovative promotional measures. 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PRICING:In the insurance business the pricing decisions are concerned with:i) The premium charged against the policies,ii) Interest charged for defaulting the payment of premium and credit facility, andiii) Commission charged for underwriting and consultancy activities.With a view of influencing the target market or prospects the formulation of pricing strategybecomes significant. In a developing country like India where the disposable income in the hands ofprospects is low, the pricing decision also governs the transformation of potential policyholders intoactual policyholders.The strategies may be high or low pricing keeping in view the level or standard of customers or thepolicyholders.The pricing in insurance is in the form of premium rates. The three main factors used fordetermining the premium rates under a life insurance plan are mortality, expense and interest. Thepremium rates are revised if there are any significant changes in any of these factors.• Mortality (deaths in a particular area):When deciding upon the pricing strategy the average rate of mortality is one of the mainconsiderations. In a country like South Africa the threat to life is very important as it is played byhost of diseases.• Expenses:The cost of processing, commission to agents, reinsurance companies as well as registration are allincorporated into the cost of installments and premium sum and forms the integral part of thepricing strategy.• Interest:The rate of interest is one of the major factors which determines people's willingness to invest ininsurance. People would not be willing to put their funds to invest in insurance business if theinterest rates provided by the banks or other financial instruments are much greater than theperceived returns from the insurance premiums.3. PLACE:This component of the marketing mix is related to two important facets --i) Managing the insurance personnel, andii) Locating a branch.The management of agents and insurance personnel is found significant with the viewpoint ofmaintaining the norms for offering the services. This is also to process the services to the end userin such a way that a gap between the services- promised and services -- offered is bridged over. In amajority of the service generating organizations, such a gap is found existent which has beeninstrumental in making worse the image problem.The transformation of potential policyholders to the actual policyholders is a difficult task thatdepends upon the professional excellence of the personnel. The agents and the rural career agentsacting as a link, lack professionalism. The front-line staff and the branch managers also are foundnot assigning due weight-age to the degeneration process. 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In addition it is also significant to provide safety measures and also factors like officefurnishing, civic amenities and facilities, parking facilities and interior office decoration should begiven proper attention.Thus the place management of insurance branch offices needs a new vision, distinct approach andan innovative style. This is essential to make the work place conducive, attractive and proactive forthe generation of efficiency among employees. The branch managers need professional excellenceto make place decisions productive.4. PROMOTION:The insurance services depend on effective promotional measures. In a country like India, the rateof illiteracy is very high and the rural economy has dominance in the national economy. It isessential to have both personal and impersonal promotion strategies. In promoting insurancebusiness, the agents and the rural career agents play an important role. Due attention should begiven in selecting the promotional tools for agents and rural career agents and even for the branchmanagers and front line staff. They also have to be given proper training in order to create impulsebuying.Advertising and Publicity, organisation of conferences and seminars, incentive to policyholders areimpersonal communication. Arranging Kirtans, exhibitions, participation in fairs and festivals, ruralwall paintings and publicity drive through the mobile publicity van units would be effective increating the impulse buying and the rural prospects would be easily transformed into actualpolicyholders.5. PEOPLE:Understanding the customer better allows to design appropriate products. Being a service industrywhich involves a high level of people interaction, it is very important to use this resource efficientlyin order to satisfy customers. Training, development and strong relationships with intermediaries arethe key areas to be kept under consideration. Training the employees, use of IT for efficiency, bothat the staff and agent level, is one of the important areas to look into.6. PROCESS:The process should be customer friendly in insurance industry. The speed and accuracy of paymentis of great importance. The processing method should be easy and convenient to the customers.Installment schemes should be streamlined to cater to the ever growing demands of the customers.IT & Data Warehousing will smoothen the process flow.IT will help in servicing large no. of customers efficiently and bring down overheads. Technology caneither complement or supplement the channels of distribution cost effectively. It can also help toimprove customer service levels. The use of data warehousing management and mining will help tofind out the profitability and potential of various customers product segments.7. PHYSICAL DISTRIBUTION:Distribution is a key determinant of success for all insurance companies. Today, the nationalizedinsurers have a large reach and presence in India. Building a distribution network is very expensiveand time consuming. If the insurers are willing to take advantage of India's large population andreach a profitable mass of customers, then new distribution avenues and alliances will be necessary.Initially insurance was looked upon as a complex product with a high advice and service component.Buyers prefer a face-to-face interaction and they place a high premium on brand names andreliability. As the awareness increases, the product becomes simpler and they become off-the-shelfcommodity products. Today, various intermediaries, not necessarily insurance companies, are sellinginsurance. For example, in UK, retailer like Marks & Spencer sells insurance products.The financial services industries have successfully used remote distribution channels such astelephone or internet so as to reach more customers, avoid intermediaries, bring down overheadsand increase profitability. A good example is UK insurer Direct Line. It relied on telephone sales andlow pricing. Today, it is one of the largest motor insurance operator.Technology will not replace a distribution network though it will offer advantages like bettercustomer service. Finance companies and banks can emerge as an attractive distribution channel forinsurance in India. In Netherlands, financial services firms provide an entire range of productsincluding bank accounts, motor, home and life insurance and pensions. In France, half of the lifeinsurance sales are made through banks.In India also, banks hope to maximize expensive existing networks by selling a range of products. Itis anticipated that rather than formal ownership arrangements, a loose network of alliance betweeninsurers and banks will emerge, popularly known as bancassurance.Another innovative distribution channel that could be used are the non-financial organisations. Foran example, insurance for consumer items like fridge and TV can be offered at the point of sale.This increases the likelihood of insurance sales. Alliances with manufacturers or retailers ofconsumer goods will be possible and insurance can be one of the various incentives offered.