1. Internetverzekeren
gedragsmatige marketing
Dennis Pereira
Inhoud
1.
1 Gedrag als basis voor segmentatie
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2. Gedrag als basis voor ontwerp website
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3. Gedrag als basis voor personalisatie
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4. Gedrag als basis voor testen
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5. Gedrag als basis voor innovatie
3. Opportunist Internet users
Tend to be middle class, and carry an above
average number of policies.
Have a classic view of insurance as a means of
guaranteeing against risk.
Continually scan the market for more suitable products.
Are pragmatic and technical when purchasing, and thus
attentive to price and/or product specifics.
Want independent data and research, and often use the Internet to gather
basic knowledge, before developing their own opinions on insurance.
Are a potentially volatile group, ripe for switching insurers if the transition is
easy, and acknowledge they would defect after a bad claims experience.
Tend to use the Internet heavily, including for purchases.
Will use the Internet increasingly in coming years.
Indifferent Internet users
Tend to have minimal coverage.
Income may be insufficient to build a comprehensive
Insurance portfolio, especially on life products.
Are dubious, at best, about the value of insurance,
and tend to perceive insurance as no more than a
compulsory requirement.
Are generally too indifferent to shop around for the best products, or do their own
research.
Are mainly too apathetic to be volatile.
Rely exclusively on the Internet, even when subscribing to new products.
Rarely switch from the Internet once they have adopted it as their distribution network.
Account for about 19% of customers on average.
7. Gelimiteerde rationaliteit consument
Het begrip acceptabele oplossingen (origineel: satisficing solutions) komt
voort uit de psychologie van de mens.
Zodra een keuzemogelijkheid is gevonden met een acceptabele uitkomst, zal
het besluitvormingsproces worden afgebroken.
Latere alternatieven zullen niet meer worden beoordeeld en uitgesloten
worden van het besluitvormingsproces.
De kans bestaat dat een van de aldus verworpen alternatieven een gunstiger
uitkomst zou hebben opgeleverd.
Sex and the City – Persona’s
Carrie serves as the Humanistic hub that brings
all the others together, and she discusses and
writes about her feelings and relationships
Samantha, the here‐and‐now, “I’ll try
anything,” confident hedonist, represents the
Spontaneous temperament
Miranda’s hard‐edged, skeptical, career‐
minded “voice‐of‐reason” perspective
corresponds to the Competitive temperament
Charlotte’s more traditional, conservative
concern for “The Rules” marks her as a
Methodical