6
Selecting and Attracting Markets
LEARNING OBJECTIVES
Upon completion of this chapter, you will be able to:
• Explain the concept and methods of segmenting markets
• Examine the appropriateness of multivariable segmentation approaches
• Understand the importance of women and youth as the emerging segments
• Discuss the approaches to marketing coverage and positioning
Life insurance companies are resorting to special initiatives to increase business from the rural segment, which they term the emerging market. Insurers see a huge scope in rural areas as penetration is dismally low, especially given the fact that the state-owned insurance giant Life Insurance Corporation of India (LIC) accounts for 30 per cent of the total business ...
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