Continuing education quiz.

ABA Bank Marketing provides continuing education credit to members who hold the CFMP designation. The following quiz reflects the content of this magazine. The quiz has been pre-approved by the ICB for 1.0 hour of continuing education credit. The ABA Bank Marketing online continuing education quiz allows you to earn up to 10.0 hours of continuing education credit annually by passing the quizzes that are connected to each issue of ABA Bank Marketing. Each quiz will consist of 10 questions taken directly from the articles in each issue. To receive your 1.0 of CE credit, you must correctly answer seven out of the 10 questions.

To take the quiz, please go to www.aba.com/icbcertification and click on the Members Only button on the left-hand side of the page. After you log in, select "Continuing Education Online Quiz" from the "Member Services Options" menu. Once you have completed the quiz, you will receive immediate notification of the results, which can be printed and saved for your records. If you have any questions, contact ICB's Continuing Education Manager at icb@aba.com.

How David Beat Goliath

by Rex Bennett

1. Studies repeatedly show that bank profitability is driven by:

   [] Products. [] Rates. [] Differentiation. [] Advertising.

2. The main reason by far that customers leave a bank is because of:

   [] Service quality dissatisfaction, [] Product dissatisfaction,

   [] Better competitive offerings. [] The influence of friends,

   Getting Inside the Customer's Head

   by Rich Dorfman

3. Once the goals are established, the most critical factor in the success of a customer advisory council (CAC) is:

   [] Selling members on the bank, [] Getting management behind the program.

   [] Ensuring an adequate budget allocation. [] Picking the right council members.

4. Typically customer advisory council members represent: [] A demographic cross-section of the bank's market,

   [] The bank's most profitable customers

   [] Customers who are friends with bank employees. [] Those who are most opinionated,

   The Finishing Touch

   by Jeff Stephens

5. The advantage of promotions that leverage more senses than just sight is that they are:

   [] Often easier to develop,

   [] Less expensive to create.

   [] Appealing to a wider variety of people.

   [] More engaging and memorable,

6. With respect to the attributes of the bank brand itself, the sense of touch that the bank selects to use must be:

   [] Complementary. [] Incompatible. [] Relevant. [] Connected.

   Bungle-Free Branching

   by Michael J. Purchia

7. ...