VECTOR CONCEPT OF THE INSTITUTIONAL INVESTORS FINANCIAL MARKETING

The author verified the hypothesis of scientific assumptions of the low activity rate of institutional investors in the financial market of Ukraine: the conflict between the maturity of the domestic securities market and the opportunities and the needs of diversification of attracted savings investments; conjunctural orientation of the institutional investors advantages of choosing the strategically prospective industry sectors; the institutional investors activity restrained by the lack of numerous middle-class and households capable to make large savings. The defining role in the financial marketing belongs to the concept of “financial security” of the state, business and population. The identification of such security criteria is one of the most important marketing functions. The author proved the necessity to expand the conceptual basis of the institutional investors’ financial marketing by forming-up a concept of the “information sufficiency” in three-vector space: market, organizational, institutional-product vectors. It was found that the market direction is focused on the disclosure of features of the relationship between institutional investors, their partners and other market entities: the markets of securities, banking services, non-banking services, and real estate. It was proved that the organization vector is concerned with the use of qualitatively different rules of activity: normative (including restrictions), regulatory (coercion and sanctions according to the results of state supervision), contractual, including customs and other informal rules of conduct of non-bank institutional investors in the financial market. In the context of institutional-product vector the institutional investors’ orientation is typical towards the financial services separation according to the qualitatively different types: life insurance, investment, non-state pension provision.