Marketing mix is the policy adopted by any concern to get success in the field of marketing. The life insurance marketing emphasizes the importance of the consumers preference. Therefore, a life insurer first analyses the nature of the consumer's needs. All the life insurance marketing efforts focus attention around the consumers needs. Then the management plan his product in such a way that he can give satisfaction to the consumers and face the competitors. All these programmes involve a number of functions which are to be planned carefully. Planning needs analysis of the insurance market to take a decision, prediction and forecastiong as to the future needs of the consurers. Thus, identification of demand and supply involves various functions of life insurance marketing to attain success in the insurance market and the combination of these function is known as Life Insurance Marketing Mix.
According to Prof. Neil H. Borden, " The marketing mix refers to the apportionment of efforts, the combination, the designing and the integration of the elements of marketing into programme or mix which, in the basis of an appraisal of the market forces will best achieve the objectives of an enterprise at a given time. Thus, the marketing mix is an integration of marketing elements.
According to Prof. Neil H. Borden, " The marketing mix refers to the apportionment of efforts, the combination, the designing and the integration of the elements of marketing into programme or mix which, in the basis of an appraisal of the market forces will best achieve the objectives of an enterprise at a given time. Thus, the marketing mix is an integration of marketing elements.
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