Continuing education quiz.

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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/icb and click on the Members Only button on the left-hand side of the page. After you log in, select "Continuing Education Quizzes" 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.

Watch Out for Customer Attrition

by Walter E. Babcock Jr.

1. The number-one source of negative reactions from customers about bank mergers can be traced directly to: [] Negative publicity.

   [] Loss of local management.

   [] The bank's own front-line staff.

   [] Lack of sufficient advanced warning.

2. The author's merger-impact studies found a strong statistical relationship between customers' "negative experience with employees" and customers':

   [] Giving low satisfaction ratings.

   [] Closing or planning to close accounts.

   [] Failing to open additional accounts.

   [] Making less use of credit or debit cards.

   We Deserve Better

   by Brenda Marlin, CFMP

3. At Canandaigua National Bank, the marketing department regularly invites representatives of other departments to the weekly marketing meetings in order to:

   [] Let senior management see what marketing is doing.

   [] Use people from other departments as marketers.

   [] Get budget involvement from others.

   [] Help them understand the other groups' issues and vice versa.

4. After Camden National Corp. took all of its creative in-house, the change:

   [] Produced more creative ideas.

   [] Showed the value of marketing to other departments.

   [] Generated a new revenue source.

   [] Greatly expanded the marketing department.

5. A marketing culture:

   [] Builds marketing responsibilities into everyone's job.

   [] Is unrelated to a sales culture.

   [] Has no...