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Compact case
Case
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Reference no. 503-010-1
Subject category: Marketing
Authors: HK Singhal; D Prasad
Published by: IBS Center for Management Research
Published in: 2003

Abstract

The case examines the importance of carrying out market research before expanding the operations of an insurance firm. It also discusses the benefits and uses of a marketing information system for an insurance organisation. The case also examines the functions of marketing research firms and explores the way in which such firms can help insurance companies tap potential markets. The case is structured to enable students to: (1) understand the value of a marketing information system; (2) understand the advantages that an insurance company can gain by engaging a market research firm; (3) understand the functions of a marketing research firm and its operations; and (4) determine the need for a marketing information system. The case is aimed at MBA/PGDBA students, and is intended to be part of the insurance marketing curriculum.
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Abstract

The case examines the importance of carrying out market research before expanding the operations of an insurance firm. It also discusses the benefits and uses of a marketing information system for an insurance organisation. The case also examines the functions of marketing research firms and explores the way in which such firms can help insurance companies tap potential markets. The case is structured to enable students to: (1) understand the value of a marketing information system; (2) understand the advantages that an insurance company can gain by engaging a market research firm; (3) understand the functions of a marketing research firm and its operations; and (4) determine the need for a marketing information system. The case is aimed at MBA/PGDBA students, and is intended to be part of the insurance marketing curriculum.

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