August 1, 1990
TO: BOARD OF GOVERNORS NO. 53-90
MEMBERS - ONE PER COMPLEX NO. 27-90
DIRECT MARKETING COMMITTEE NO. 18-90
MARKETING COMMITTEE NO. 16-90
OPERATIONS COMMITTEE NO. 16-90
PUBLIC INFORMATION COMMITTEE NO. 24-90
RESEARCH COMMITTEE NO. 18-90
SALES FORCE MARKETING COMMITTEE NO. 18-90
SHAREHOLDER COMMUNICATIONS COMMITTEE NO. 17-90
SMALL FUNDS COMMITTEE NO. 11-90
RE: SUMMARY REPORT OF DISTRIBUTION ANALYSIS
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I enclose a copy of the Summary Report for three reports in the
series called The Distribution Connection.
This Summary provides a brief overview of the three major
analyses that have been carried out by ICI on the distribution
research data and for which reports are, or soon will be,
available. The Summary contains a discussion of the segmentation
of the mutual fund market according to investors' expectations of
a distribution channel. As well, the Summary also introduces the
analysis of distribution channel market share given specific
changes in fee level or other attributes of a distribution
channel. This is known as conjoint or trade-off analysis.
The reports in this series and their dates of publication are as
follows:
The Distribution Connection: Channels Link
Shareholders to Mutual Funds, 1989
The Distribution Connection: Summary Report of Major
Research Findings, July 1990, enclosed
The Distribution Connection: Targeting Investors and
Increasing Market Share, due September, 1990
For information about these or other ICI research reports,
contact Sandy West, Director, Marketing Research, at
(202) 955-3509.
Jacob S. Dreyer
Vice President
and Chief Economist