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 pro-approved by the ICB for 1.0 hour continuing education credit. The ABA Bank Marketing online continuing education quiz allows you to earn up 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/icbcertifications and click on either the Online Quiz link of the MemService/Directory button on the left. 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 [e-mail].

The Power of Brand by Janet Bigham Bernstel

1. Before creating a brand and a brand promise, Labe Bank felt that it first needed:

[] To understand its strengths and weaknesses.

[] To understand how to meet its customers' needs.

[] Both of the above.

2. Labe Bank relieves that to run a bank like a business, the focus should be on:

[] Advertising.

[] Public relations.

[] Planning.

[] Employee relations.

3. Research for discovering brand is different from conventional market research in that it gives greater emotional insight into customers' preferences:

[] True.

[] False.

New York: If You Can Make It Here ...

by Deb Stewart

4. According to Vernon Hill at Commerce Bank, Cherry Hill, N.J., a bank cannot use products alone as a basis for differentiation. Instead, a bank needs:

[] Strong advertising support.

[] A visually appealing logo.

[] A comprehensive differentiating model

[] Highly motivated employees.

5. The fact that most of Wachovia's financial specialists and advisers are licensed to sell either securities, mutual funds or annuities is an example of how the bank positions itself

[] To sell expertise and financial advice

[] The institution with well-educated employees.

[] As the urban bank of choice for financially sophisticated customers.

[] The bank that's close to Wall Street financiers.

6. Washington Mutual chose philanthropic community events as a key component of its market-entry strategy because these events generate a lot of pubic interest.

[] True.

[] False.

Community Foundations: Getting in on the Ground Floor

by Helen Monroe

7. The first step in organizing a community foundation should be to:

[] Do a feasibility study.

[] Identify a community advocate who can serve as a catalyst for the foundation's creation.

[] Develop a marketing plan.

[] Find operating funds to handle the foundation's administration for the first five years.

8. The benefits to a financial institution of helping establish a community foundation include all of the following except for:

[] Helping to build the wealth and stability of the community.

[] Building relationships with leaders and affluent members of the community.

[] Enhancing bank exclusivity, since rival local banks usually will be pre-empted from participating in the foundation.

[] Increasing name recognition and awareness of bank services throughout the community.

[] Managing foundation funds.

Name Game

by Lisa Downey Merriam

9. The problem with bank names that are only initials is less that they are not distinctive or memorable and more that they are:

[] Hard to remember.

[] Are confusing.

[] Do not convey personality or value proposition.

10. Creating a new name after a merger of two banks is a simple process based on straightforward rules.

[] True.

[] False.