毕业设计(论文)外文参考资料及译文浅析中小保险公司营销策略.doc

毕 业 设 计（论 文）外 文 参 考 资 料 及 译 文 设计(论文)题目： 浅析中小保险公司营销策略 学生姓名： 朱晓杰 学 号： 0721110411 专　　业： 金融学 所在学院： 龙蟠学院 指导教师： 王泓颖 职　　称： 副教授 2011年3月9日Insurance Marketing: Creating a Successful Marketing Strategy for the Insurance Industry in Sierra LeoneKortor Kamara - About the Author:The author, Mr. KortorKamara has over 25 years experience in the insurance industry both in Sierra Leone and the United States. He is a Chartered Property & Casualty Insurer and holds the Workers Compensation Claims Professional (WCCP) designation. He is a Member of the Chartered Insurance Institute (London); Certified Self-Insurance Claims Administrator-State of California; Registered World Bank Consultant and has served as a Consultant on various Insurance initiatives in Sierra Leone, including design of the country's first Title Insurance Policy. In addition, Mr. Kamara is a graduate of Fourah Bay College, University of Sierra Leone, 1978-1981; studied Law at both the Univerisity of West Los Angeles School of Law and the California Southern School of Law in Riverside. He is currently a Doctoral Candidate in Insurance and Risk Management. Through association with Saddleback Re, were he serves as the Regional Manager, Africa Division, Mr. Kamara is intimately involved in the provision of reinsurance coverage, policy design, loss control, training and risk management services to the African Insurance marketplace. Mr. Kamara can be contacted at KortorKamara@.OVERVIEW:A common perception about insurance in most African countries is that carriers generally fail to honor policy contracts when insured losses occur, and in most cases resort to fine prints embedded in these insurance contracts to either deny claims or substantially reduce claim payments. Such is the refrain heard not only among insurance policyholders and customers but with alarming regularity from the general public, thus resulting in the adverse and low penetration rate of insurance products and services in most African countries. Though several factors can be readily identified as drivers of this perception including the lack of adequate understanding of the insurance contract, its terms and conditions, limitations, coverages, exclusions and deductibles including the legal and regulatory framework in various countries; the focus of this article is how the role of insurance marketing and sales, including its technological, regulatory and management strategies, can be utilized as an effective educational vehicle in changing not only the above perception but making the claims process more transparent and beneficial to the policyholders. There is thus a direct corollary between the marketing of insurance, the technical knowledge of the agent, the types of coverages and policies available and whether a claim is denied or underpaid in the event of an insured loss. THE SIERRA LEONE CASE STUDY:For decades the marketing of insurance products and services in Sierra Leone has hinged primarily on the "direct agency" method, wherein companies employed agents earning salaries or as independent contractors being paid commissions on sales to merely sell and market their products. The marketing of life insurance products, property and liability policies such as fire, marine, accident and allied policies were always mostly marketed by these company agents. For example, while I was employed at the National Insurance Company (NIC) 1981-1985, the company's sales cadre was its marketing officers who sometimes with little or no technical knowledge of the intricacies of risk management and the insurance products coverages merely sold policies as commodities. The unpleasant task most often in advising policyholders that their claims were not covered under the terms of the insurance contract generally was our responsibility in the claims department. By then, it had become too late to remedy as the right coverage was not either sold to the policyholder by the agents or alternative umbrella policies that could have covered whatever gaps existed in the sold policy were not made available or explained to the policyholder. Mostly issues of lack of coverage, adequacy of coverage for the losses claimed resulted in denial or underpayment of claims. The sales function of these agents revolved mainly around the marketing of products or policies with little or no product differentiation or creativity in their design and marketing to meet the contemporary risks confronting a country such as Sierra Leone, emerging from a decade long civil war and longing for creative policies to address her developmental aspirations. For example, the old "Kebbay" insurance syndrome, practiced in Sierra Leone where an insurance company became so notorious in the practice of collection of motor premiums from customers without any concomitant claims payout。