March 12, 1991
TO: BOARD OF GOVERNORS NO. 17-91
MEMBERS - ONE PER COMPLEX NO. 11-91
DIRECT MARKETING COMMITTEE NO. 8-91
MARKETING COMMITTEE NO. 10-91
PUBLIC INFORMATION COMMITTEE NO. 8-91
RESEARCH COMMITTEE NO. 7-91
SALES FORCE MARKETING COMMITTEE NO. 8-91
SHAREHOLDER COMMUNICATIONS COMMITTEE NO. 6-91
SMALL FUNDS COMMITTEE NO. 3-91
RE: NEW ICI RESEARCH PUBLICATION
I enclose a copy of the most recent research report entitled,
Channels Introduce Potential Owners to Mutual Funds which is the
fourth report published in the ICI series The Distribution
Connection.
The report examines the characteristics, investment purchase
patterns and attitudes of an important marketing segment--
potential mutual fund owners, those individuals who did not own
long-term funds but expressed firm intentions to buy them and had
the means to do so. While most research defines current fund
owners, this summary provides insights into a company’s future
market and contrasts potential owners’ use of distribution
channels with those of recent buyers, who where the focus of the
proceeding reports in this series.
Other reports in this series are as follows:
The Distribution Connection: Channels Link Shareholders to
Mutual Funds, 1989
The Distribution Connection: Summary Report of Major
Research Findings, 1990
The Distribution Connection: Targeting Investors and
Increasing Market Share, 1990
For information about these or other ICI research reports and
activities, contact Sandy West, Director, Marketing Research, at
(202) 955-3509.
Jacob S. Dreyer
Vice President
and Chief Economist