May 1, 1989
TO: MEMBERS - ONE PER COMPLEX NO. 12-89
DIRECT MARKETING COMMITTEE NO. 15-89
MARKETING COMMITTEE NO. 9-89
PUBLIC INFORMATION COMMITTEE NO. 12-89
RESEARCH COMMITTEE NO. 10-89
SALES FORCE MARKETING COMMITTEE NO. 15-89
SHAREHOLDER COMMUNICATIONS COMMITTEE NO. 11-89
BROKER/DEALER ADVISORY COMMITTEE NO. 20-89
BOARD OF GOVERNORS NO. 28-89
RE: RESEARCH REPORT - CHANNELS OF DISTRIBUTION
__________________________________________________________
Enclosed is a copy of a recent ICI research report based on
the study of distribution channels for mutual funds. The report
is titled "The Distribution Connection - Channels Link
Shareholders to Mutual Funds" and is available only to members of
the Investment Company Institute.
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.
The data from this study are available to members in a
variety of ways. There are printed tables that support the data
explained in this report. These tables are available on request
to Sandy West, (202) 293-7700.
In addition, the data are available in ASCII files on seven
diskettes. Copies of these diskettes and supporting documents
will be made available to members on request at a nominal cost of
$50. Members will need to format the diskettes for use according
to the data analysis package used by each complex.
The data are also available with an analysis program for
use on any IBM compatible personal computer. This package was
developed by our research consultants, National Analysts of
Booz.Allen & Hamilton Inc., and is available only to members at a
price of $2,800. The cost includes updates and software support
for one year. This expenditure could be particularly useful to a
complex which desires to exploit fully the richness of the raw
database but for whom specialized software or technical computer
personnel to program the data are not available.
For any of these options or to inquire about the report
itself, please contact Sandy West, Director or Marketing Research
at the Investment Company Institute.
Jacob S. Dreyer
Vice President &
Chief Economist
JSD/m
Enclosure