Teorinėje darbo dalyje analizuojama marketingo įtaka įmonės veiklai, jos vertinimo poreikis ir problemos bei išanalizuojama subalansuotų rodiklių sistema ir jos naudojimas įmonės veiklos vertinimui. Analitinėje baigiamojo darbo dalyje pateikiama ir analizuojama antrinių informacijos šaltinių - tyrimų, atskleidžiančių subalansuotų rodiklių sistemos galimą pritaikomumą finansines paslaugas teikiančių institucijų Lietuvoje marketingo veiklai vertinti bei tokio vertinimo naudą, apžvalga. Šioje dalyje taip pat pateikiami ir analizuojami atlikto kokybinio tyrimo – giluminio ekspertų interviu rezultatai, kuomet siekiant išsiaiškinti egzistuojančią marketingo veiklos efektyvumo praktiką finansines paslaugas teikiančiose institucijose Lietuvoje, buvo kalbinti keturi tokias organizacijas atstovaujantys specialistai. Projektinėje darbo dalyje pateikiamas subalansuotų rodiklių sistemos pagrindu sukurtas marketingo veiklos efektyvumo vertinimo modelis skirtas finansines paslaugas teikiančioms organizacijoms Lietuvoje, aprašomi jo įgyvendinimo etapai, pateikiamas konkrečių rodiklių sąvadas, o pabaigoje įvardinamos galimos modelio pritaikomumo problemos. / The theoretical part analyzes how marketing actions influences proceeding of the enterprise, the need of evaluating marketing performance and there’s an analysis of the balanced scorecard and it’s usage for firm performance measuring given. Analytical part of this paper represents and analyzes the secondary repository – researches that reveal posible balanced scorecard adaptability for marketing performance measuring ir the financial services enterprises of Lithuania and what‘s the benefit of doing that. This part of the paper also presents and analyzes the results of the qualitative research that was accomplished by the author - in-depth interviews with the experts, when seeking to find out the existing practise ir todays finanacial services enterprises ir Lithuania four professionals that represents this kind of organizations were interviewed. In the project part of this paper a model for marketing performance measuring is offered. Proposed model is created on the ground of balanced scorecard and designed for financial services enterprises in Lithuania. The steps of implementing the model are described in detail with a given set of particular measures and there are possible application problems named in the end.

This paper is analysis the system of Lithuanian social security, appreciable the problems of social services organization and offering. Also there are descriptive criterions of social services evaluation and discernible reparation of social services functions in Lithuanian authority departments. There are ratable social services offering of Jonava municipality. By the questionnaire poll in Rukla there are sounding social services quality and Rukla population content with them.

The master’s final work is written in Lithuanian language, consists of 77 Pages, 23 Figures, 16 Tables, 54 References, and 11 Appendixes. KEY Words: health insurance, health insurance system, compulsory health insurance, additional (voluntary) health insurance, health insurance Fund, Compulsory Health Insurance Fund Budget, health insurance payments, financing of health attendance, health attendance costs, efficiency. Research object: health insurance system. Research subject: health insurance. Research aim: after analyzing the theoretical and practical aspects of health insurance, to evaluate health insurance system in Lithuania, to foresee its perspectives and to provide the proposals for development. Objectives: to show the theoretical aspects of health insurance, to evaluate health system in Lithuania according to the chosen criterion (financing model, incomes, costs), to foresee the perspectives of health system and to provide the proposals for development. Research methods: analysis and synthesis of literature, logical analysis and synthesis, filing, comparison, vertical and horizontal analysis, simple linear regression and correlation, forecast calculations, diagrammatical representation of data. Health insurance system in Lithuania was analyzed and evaluated as well as the proposals for it’s development were presented by using scientific literature of foreign and Lithuanian authors, legislation, chronicles of statistics and electronic information sources.