A marketing audit of the actuarial profession

1.1.1 The Faculty of Actuaries' Marketing Research Group was set up in May 1988 to research areas of interest to that new breed of Fellow, the “Marketing Actuary”. In the initial meetings two general areas of interest were identified—namely the marketing of the actuarial profession, and the marketing of financial services products. Whilst the group has spent time on both subjects this first paper is concerned with the marketing of the actuarial profession. 1.1.2 We felt that the starting point for a marketing audit of the profession was to conduct research amongst the members. In addition we have investigated the coverage achieved by the profession in the media, and looked into developments in North America, including a survey which ranked the actuarial profession against other forms of employment.