Cherkaskiy I. Marketing of insurance services

The dissertation is dedicated to comprehensive analysis of the theoretical and methodological aspects of the structure of the system of insurance services' marketing. Modern vision and interpretation of the category of marketing of insurance services as its central component are formed. Determined the role, position and the main characteristics of the marketing complex of insurance services in the conditions of market uncertainty. Characterized the behavior of domestic consumer of insurance services and the specificity of domestic insurance services' market. The investigation of the of insurance marketing theory's evolution and use of its tools by domestic insurance companies has proved the requirement of considerable changes in its theoretical basis. Described directions of improvement of practical application in insurance, market segmentation of these services, positioning of insurance company. Proposed the methodological approach to development of insurance company's marketing strategy which is based on flexibility, optimality, differentiation and their diversified and efficient combination that allows to respond to changes in business environment promptly. Modified the system of interaction of "4Ps", "4Cs", "4As" in accordance with the characteristics of insurance company's functioning in conditions of competitive market environment. Special attention is paid to the disposition of accents, relation "cost-value of insurance product", provision of access to insurance services through developed branch network and maintenance the consumer's confidence to insurance company. The concept of institutional support of marketing activity as activization factor of Ukrainian market is grounded. It includes the definition of external marketing environment's components, characteristics of marketing activity of individuals on this market, formation of marketing indicators of its development.