March 10, 1989
TO: PUBLIC INFORMATION COMMITTEE NO. 6-89
RESEARCH COMMITTEE NO. 6-89
MARKETING COMMITTEE NO. 6-89
SHAREHOLDER COMMUNICATIONS COMMITTEE NO. 6-89
MEMBERS - ONE PER COMPLEX NO. 6-89
DIRECT MARKETING COMMITTEE NO. 8-89
SALES FORCE MARKETING COMMITTEE NO. 7-89
RE: RESEARCH SEMINAR - CHANNELS OF DISTRIBUTION
__________________________________________________________
Institute members are invited to participate in a series of
regional marketing research seminars being offered this Spring.
The basic purpose of the seminars is to acquaint members with the
main findings of the Institute's research project on channels of
distribution for mutual funds and to demonstrate ways in which
member firms can utilize the material in developing their own
distribution strategies.
The Institute has recently completed this extensive
research project which identified the attitudes, characteristics
and other variables that link mutual fund owners to specific
distribution channels. The study is particularly timely since,
in recent years, mutual fund firms have sought to compete more
effectively in the financial services marketplace by offering
consumers an increasing number of ways to buy funds and a wider
range of sales charges and services from which to choose.
Discussion of some of the main findings from this research will
provide practical information on distribution channels which will
help funds assess their present mode of selling mutual funds.
The presentation will begin promptly at 10:30 A.M. At a
specific point the meeting will be opened to questions and
general discussion of the research. A lunch will be provided for
all attendees which will allow for additional informal discussion
of the issues. There will also be a demonstration of software
that has been designed to allow members access to the large
database from this research. We anticipate concluding the
seminar no later than 2:00 P.M.
DATES AND LOCATIONS
o April 18 Omni Parker House, Boston
o April 19 Marriot Marquis, New York
o May 3 Hotel Nikko, Chicago
WHO SHOULD ATTEND
ICI Members Only:
o Those responsible for all areas of research
o Those involved with sales and promotion
o Statisticians and Analysts
o Economists
o Those responsible for communicating with the press, the
public, and shareholders
o Those involved with product development
o Those involved with developing marketing campaigns and
tactics
HOW TO REGISTER
o Chicago seminar registrants: Use the attached yellow
form
o New York seminar registrants: Use the attached green
form
o Boston seminar registrants: Use the attached blue form
NOTE: Attendees will be responsible for making their own
hotel reservations. Blocks of rooms have been set
aside at each hotel should this be needed. See the
attached registration forms for hotel names and
telephone numbers.
FOR MORE INFORMATION
For registration information contact Claire Gurnee in the
Institute's Administration Department; direct other
questions to Sandy West, Director of Marketing Research.
Jacob J. Dreyer
Vice President
& Chief Economist