Tyrimo objektas – UADB „Ergo Lietuva“ paslaugų rinkodara. Tyrimo tikslas – suformuoti UADB „Ergo Lietuva“ paslaugų rinkodaros strategines kryptis. Iškeltam tikslui pasiekti sprendžiami tokie uždaviniai: 1) išnagrinėti mokslinę – metodinę literatūrą, susijusią su draudimo paslaugų rinkodara bei jos taikymu draudimo veikloje, nustatyti pagrindines rinkodaros funkcijas, strategijas ir jų reikšmę; 2) parengti tyrimo metodiką draudimo bendrovės „Ergo Lietuva“ rinkodaros strateginio planavimo būklei nustatyti; 3) išanalizuoti draudimo paslaugų rinkodaros aplinką bei jos poveikį strateginiams rinkodaros sprendimams. Tyrimo metodai. Analizuojant teorinę draudimo rinkodaros reikšmę taikyti bendramoksliniai tyrimo metodai – sisteminė ir lyginamoji mokslinės literatūros analizė, mokslinės literatūros studijavimas ir apibendrinimas. Tyrimo metodinį pagrindą sudaro empirinio tyrimo metodika. Atliekant rinkodarinės veiklos tyrimą naudoti kiekybiniai ir kokybiniai tyrimo metodai: analizė ir sintezė, apklausos metodas. Tyrimo laikotarpis: 2004 – 2009 metai. Tyrimo rezultatai: • pirmame darbo skyriuje išnagrinėta draudimo paslaugų rinkodaros samprata ir funkcijos, draudimo rinkodaros komplekso elementų strategijos, draudimo rinkodaros strategijų reikšmės. • antrajame skyriuje pateikiama draudimo bendrovės ,,Ergo Lietuva“ charakteristika, rinkodaros aplinkos analizė, bendrovės taikomos rinkodaros strategijos, draudimo paslaugų vartotojų nuomonės tyrimo metodika. • trečiajame skyriuje... [toliau žr. visą tekstą] / The object of the research – the service marketing of the insurance company „Ergo Lietuva“. The aim of the research – to formulate the strategic aspects of the insurance company‘s „Ergo Lietuva“ services marketing. To achieve the aim, the following problems are being solved: 1) to analyse the scientific – methodical literature related with the insurance services marketing and its application in the insurance activity, as well as, determine the basic marketing functions, strategies and their significance; 2) to prepare the methodology of the research in order to define the strategic planning condition of the insurance company „Ergo Lietuva“ marketing; 3) to analyse the environment of the insurance services‘ marketing, including its impact on the strategic marketing decisions. Research methods. The analysis of the theoretic significance of insurance marketing integrates general research methods, such as, systemic and comparative analysis of scientific literature, the study of scientific literature and generalizations. The methodical basis of the research includes the methodology of the empiric research. While conducting the analysis of the marketing activity, the following quantitative and qualitative research methods have been applied: analysis and synthesis, as well as, the interview method. Research period: 2004 – 2009. Results of research: • the first section of the work explicates the notion of insurance services marketing and its functions, the strategies of... [to full text]

Master thesis, 65 pages, 18 pictures, 4 table, 39 literature sources, 5 appendages, Lithuanian language. The object of the work- insurance service marketing. The subject of the work - the research of the insurance service marketing. The aim of the work – to establish and estimate service marketing significance in an insurance business and to make suggestions of marketing implementation for companies. The goals of the work: 1.To analyse the nascency determinant elements of insurance service marketing. 2.To settle and describe a conception, functions, and essential things of insurance service marketing. 3.To analyze the peculiarities of the insurance service marketing and their determinant elements. 4.With reference to facts, to settle the size of Lithuanian insurance service market, to measure the structure of insurance service suppliers’ market and its competitive ability. 5.To find out consumers’ opinion about insurance service. 6.To estimate need and conditions of insurance service marketing implementation. Methods of the research: empirical research (questionnaire), unstruktural interview, analysis and synthesis of nonfiction, statistical material analysis, graphics, comparable, generalization. Analysing Lithuanian and foreign countries nonfiction and periodic literature about insurance service marketing, it is defined the organization particularity of the insurance service marketing, its expedience of adaptability and facility in Lithuanian insurance companies.