Aspekte van versekeringsmakelaarsadvies by aandele-effektetrustbeleggings
Pauw, Jacobus Cornelis
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The unit trust industry in South Africa is in a growth phase. The competition for market share is becoming more intense and the companies need innovative ideas and optimization of there marketing mix to expand market share. The primary goal of this study was to establish the importance of the expanded marketing mix for independent insurance brokers in their decision making when recommending an investment in equity unit trusts to their clients. Independent insurance brokers were selected for this study because they hnction independently and are not bound to market a certain companies unit trusts. The study investigates the marketing criteria through a literature study on the expanded marketing mix that included: product, facilities, processes, people, promotion and distribution. The Association of Unit Trusts regulate the investment costs. Costs therefor are fixed and cannot be manipulated. The independent brokers tested the criterion of the marketing mix to see which criteria were the most important in affecting decision-making. The most important criteria were return on investment and the skill of the portfolio managers. The least important criteria were recognition of the brokers achievement and visits from the corkultant. The recommendation to companies managing unit trust is: to maintain a healthy balance between the elements of the expanded marketing mix because .the brokers evaluate all of the elements as important; product is the most important marketing element of the marketing mix. Portfolio managers must be capable and the image of the portfolio manager must be developed and promoted; distribution and access to computerized information are also very important; and all aspects of service delivery, marketing material and responds to inquiries are also rated as important criteria to the brokers.
- ETD@PUK