Abstract

The case examines the importance of carrying out market research before expanding the operations of an insurance firm. It also discusses the benefits and uses of a marketing information system for an insurance organization. The case also examines the functions of marketing research firms and explores the way in which such firms can help insurance companies tap potential market.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Understand the value of a marketing information system
• and Understand the advantages that an insurance company can gain by engaging a market research firm.

Keywords

Carrying, market research, expanding, operations, insurance firm, benefits, uses, marketing information system , marketing research, potential market