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This chapter defines the insurance market for private customers, as it is the focus of the insurance marketing conception of the insurer, which is discussed in detail later. The insurance market is initially a part of the financial services market (Sect. 3.1). Its demand side includes the demand segments of industrial and corporate, commercial, and private customers (Sect. 3.2), its supply side includes financial services and insurance branches (Sect. 3.3). The insurance market for private customers ultimately has a unique structure and operates within certain legal frameworks conditions (Sect. 3.4).

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Insurance Market as the Addressee of Insurance Marketing

  • 章节

  • 发表日期：

    2025年

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  • Thomas Köhne

摘要

This chapter defines the insurance market for private customers, as it is the focus of the insurance marketing conception of the insurer, which is discussed in detail later. The insurance market is initially a part of the financial services market (Sect. 3.1). Its demand side includes the demand segments of industrial and corporate, commercial, and private customers (Sect. 3.2), its supply side includes financial services and insurance branches (Sect. 3.3). The insurance market for private customers ultimately has a unique structure and operates within certain legal frameworks conditions (Sect. 3.4).