Research Paper on:
Farmers Auto Insurance Marketing

Unformatted Sample Text from the Research Paper:
to preserve its image as the fastest-growing insurance company of its kind. The company offers a full range of insurance products, including auto, home, life and business, as well  as offering financial services to policyholders. The Farmers Group is a large company, and as such suffered a downturn some years ago. In 1997, the company joined with  competitors such as StateFarm, Nationwide and Allstate to encourage agents to increase their own sales and revenues through increased and updated training, including focusing on selling to the total client  need (Neidzielski, 1997). This approach has been that which has led to Farmers being able to enjoy its fast-growing status today. The  insurance market has changed further since then, and Farmers has found it necessary to alter its marketing once again. Industry Trends, Farmer Specifics  Farmers shift in approach in 1997 was rather revolutionary for the insurance industry. Before, conventional wisdom held that agents should search for new customers continually. It had  been recognized that the sale of life insurance was most profitable for agents and offered the greatest opportunity for ongoing residual revenue from each sale. As a result, the  large insurance companies - including Farmers - encouraged agents and independent salesmen to focus on life insurance sales. As revenues declined across the  entire industry in the late 1990s, however, Farmers presented its agents with an alternative to continually prospecting for new clients as their only means of growing their own businesses.  At a time when it was more common to prospect outside existing customer rolls, Farmers began encouraging "agents to prospect in their own customer base as opposed to searching for