Oleh :
Dwi Fithrianto
ABSTRACT Destination observation that the author is made to find out how the marketing strategies on AJB Bumiputera 1912 Branch Office. Life Insurance group in Yogyakarta use to market effectively and efficiently. This observation takes place at AJB Bumiputera Branch Life Insurance Collection Yogyakarta. Data obtained from direct observation and from books or other information such as interviews and documentation. Methods of data collection done at the office AJB Bumiputera 1912 Life Insurance Branch Office Bundle Yogyakarta. This observation using descriptive methods. Results obtained from the observation that the author did a marketing strategy that is applied to the AJB Bumiputera 1912 Branch Life Insurance Collection Yogyakarta, namely: right triangle strategy, pricing, distribution systems and marketing communications. The strategy consists of a right triangle right market, right human resources and appropriate products. In determining the price term used in the collection of insurance premium which is a means of payment by the Policy, to make a valid insurance policy in order to maintain and continue to apply, the factors used in calculating life insurance premium collection include: Money guaranty (UP) , at the age of the participants began to insurance, the time period / period of insurance, premium payment and the premium rate table. Distribution system on AJB Bumiputera 1912 Life Insurance Branch Office of Yogyakarta using marketing mechanisms that started from an agency to seek and obtain prospects, an interview or interviews, proposals, presentations, data collection and closing of the insurance. Marketing communications that is used is the type of direct marketing through the agency system and policyholders. Marketing strategies on AJB Bumiputera 1912 Life Insurance Branch Office Bundle Yogyakarta also experienced some constraints in its implementation, the human resources market with a less precise, less pruduk compete and relatife premium rates higher.




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