Aspekte van versekeringsmakelaarsadvies by aandele-effektetrustbeleggings
Abstract
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.