Sorry if this comes out as to wordy but please have a go at it anyway.
Well the Gold installer was just a cobbled together installer made on the fly as far as I could ever tell. What I find strange is that it doesn't ask for the second disc. This makes me wonder what setup.exe you're using to first install the game.
The Gold edition comes with a total of seven (If I remember) installers - first off the main Gold Installer which is just a batch installer made to call all of the other installers and run them in sequence. That one should be the installer you'll see if you Autorun the disc.
Now there are two other main installers - the original M2 installer located on Disc One and the Kingdoms batch installer located on Disc Two (which in turn calls the four Kingdoms campaign installers in sequence).
If you're not receiving a request to insert Disc Two then I'm wondering if you have Explored the first disc and manually run the first setup program you see there. If I remember that is the base M2 installer and won't call the Kingdoms installer as it was written before Kingdoms existed.
Now since you've tried installing multiple times it maight be a good idea to completely remove any old installs, clean up the Registry with something like Eusing, delete the VStore (I think you've already tried but try again) and then confirm that the Reg is clean by checking out this manual uninstall checklist to make sure the offending keys are gone -
http://shoguntotalwar.yuku.com/topic/24456.
Once you can verify you have a clean slate then try to install in order again. Disable the UAC for good measure beforehand. Skip the first installer and go directly to the M2 installer on Disc one and make sure you get a clean M2 1.0 install first. Then hit the Kindgoms installer on disc 2 and run, rinse repeat. I've had luck installing the game in C:\Program Files with no difficulty on Vista but the theory should hold for Win7. Good luck.
And my apologizes if you're already tried this - It has worked flawlessly for me before.