A crucial component of insurance marketing conception is the analysis of the marketing situation. It is in a reciprocal relationship with the determination of marketing objectives: On the one hand, these cannot be completely detached without considering the initial situation, as they would otherwise most likely miss the market, the customers and/or the company’s own possibilities. On the other hand, they are derived from the overarching company objectives and are not determined “on the green field” solely from the findings of the analysis of the marketing situation. Thus, certain target ideas can also lead to specific analyses. The same basically applies to the marketing strategy and the individual marketing tools: Their design should indeed serve the achievement of the previously determined marketing objectives—insofar as an analysis of the initial situation has preceded them—but they often require an updated or more detailed analysis of the marketing situation, tailored to their object area. In terms of the interplay with the other components of the insurance marketing conception, the analysis of the strategic starting situation must therefore be distinguished from the ongoing analysis of the marketing situation: The former is the basis of strategic marketing and thus also of operational implementation (and is therefore treated as the first component in most textbooks and also here). The latter is due to market dynamics and specific information needs in the course of the further development of the other components.