Role of marketing in developing market of insuring from catastrophic risks

Abstract

In the world practice, the main mechanism of protection from various unfavorable incidents that cause considerable material loss is the insurance that has not been yet developed well in Russia. The main reasons that slowdown the development of the Russian insurance market include low level of the population's income subject to high prices for insurance services, insufficient economic competence of the population, high level of mutual mistrust between insurants and insurance companies, and the main thing, the Russian "just in case it won't happen" (maybe nothing will happen to me!!!). However, the Russian insurance market has a powerful potential. In order to popularize the insurance mechanism in the system of protecting property interests of various subjects, it is necessary to choose the optimal marketing strategies that allow revealing potential consumers who are peculiar of their own tastes, wishes, needs, and motivation for buying. To achieve the research goal, it is necessary to consider prospects of developing the Russian insurance market by improving the system of insurance marketing. The work considers problems and perspectives of insurance companies' moving from the selling marketing to interrelations marketing that will contribute to the possibility to form long-term and mutually advantageous relations with clients, and, as a consequence, further development of the insurance market