Marketing von Investmentfonds im Fokus der Preis- und Vergütungspolitik
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Diplomarbeit aus dem Jahr 2001 im Fachbereich BWL - Bank, Börse, Versicherung, Note: 1,7, Hochschule Niederrhein in Mönchengladbach (Lehrstuhl für Marketing), Veranstaltung: Finanzwirtschaft und Marketing, Sprache: Deutsch, Abstract: Der Investmentfonds als Anlageform in Deutschland kann auf eine über 50jährige Historie zurückblicken. Das dynamische Wachstum der Investmentfondsgesellschaften, insbesondere das Ansteigen der Volumina im Aktienfondsbereich in den 90er Jahren, ist sicherlich nicht nur auf das Aufflammen einer lebendigen Aktienkultur in Deutschland zurückzuführen, sondern auch auf die erfolgreichen Marketingaktivitäten der Kapitalanlagegesellschaften. In dieser Ausarbeitung wird die Vielfalt des Produktes Investmentfonds betrachtet, schwerpunktmä ig der Teilbereich der Publikumsfonds, da Publikumsfonds privaten Anlegern öffentlich zugänglich sind. Die Spezialfonds werden aufgrund des thematisch gro en Umfanges in dieser Arbeit nur am Rande erwähnt. Der Publikumsfonds bietet sowohl den institutionellen als auch den privaten Nachfragern eine Möglichkeit für eine diversifizierte (gestreute) Kapitalanlage. Der Privatanleger wird als Nachfrager von Publikumsfonds betrachtet, der institutionelle Anleger wird sowohl als Nachfrager als auch in der Rolle des Anbieters von Investmentfonds betrachtet. Das Ziel dieser Arbeit ist es die preis- und vergütungspolitischen Ma nahmen aufzuzeigen und Lösungen für eine "faire" Verteilung von Risiken auf die Vertragspartner "Nachfrager" und "Anbieter" vorzustellen. Da der Investmentfondsmarkt sowie die Marketingstrategien sich im ständigen Wandel befinden, ist eine Betrachtung dieses sehr dynamischen Marktes bis teilweise September 2001 - aus aktuellem Anlass - erforderlich.
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