Summary

The objectives of insurance marketing are: to provide profitable work in constantly changing conditions; Ensuring the competitiveness of the company in order to comply with the interests of customers, maintaining the public image of the insurer; Maximum satisfaction of customers' requests for the volume, structure and quality of services provided by the insurance company, which creates the conditions for the sustainability of business relations; Complex solution of commercial, organizational and social problems of the collective of the insurance company.

As a method of managing the activities of insurance companies, marketing has been widely and fruitfully applied by Western insurers since the early 1960s. Marketing in insurance can be defined as the actions by which services reach customers.

Analyzing the material, we can draw the following main conclusions:

Currently, marketing has become one of the most modern methods of managing the activities of enterprises and organizations, including insurance companies. It arose simultaneously with the emergence of commodity-money relations, and finally the modern theory and practice of marketing developed in the 70s of the twentieth century.

To date, there is no single definition of marketing, but all authors in the concept of marketing include the following functions of the enterprise or organization: planning, pricing, advertising, organizing the sale of goods and services, based on existing and potential demand.

The specificity of marketing in insurance is determined by the specifics of the insurance services themselves and the characteristics of the services themselves. Moreover, the sale of insurance services is not a simple matter, since the insurer sells to the customer something that does not have a concrete material form, or rather a promise to do something of value to the client.