Continuing education quiz.

[ILLUSTRATION OMITTED]

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/icbcertifications 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 [e-mail].

Marketing Committees: Let's Meet at 10

by Brenda Marlin, CFMP

1. People experienced in working with marketing committees suggest that committees work best when it:

[] Includes both employees and members of the board of directors.

[] Is not the final decision maker.

[] Confines itself to developing new products.

[] Meets only temporarily and disbands after a pre-arranged date.

2. Regardless of being permanent or temporary, all marketing committees need:

[] A nonmarketing chairman.

[] A membership including top management.

[] A membership that does not include an excessive number of operational people.

[] A clearly defined work goal.

3. By soliciting feedback on marketing from other departments, the marketing committee helps the marketer to:

[] Establish the credibility of the marketer and the marketing plan.

[] Forestall criticism of the marketing plan.

[] Control the direction of marketing.

[] Maintain the independence of marketing.

Will You Still Love Me Tomorrow?

by Sheri Teodoru

4. When it comes to providing customer satisfaction, banks should always try to:

[] Optimize satisfaction within the limits of profitability.

[] Maximize satisfaction regardless of short-term expense.

[] Exceed customer expectations.

[] Place the focus on customer service.

5. A good gauge of customer satisfaction is:

[] The percentage by which each customer is satisfied.

[] The percentage of customers who say that they are satisfied.

[] The percentage of customers who say that they are "completely satisfied:'

[] The percentage of customers who say that they are "not satisfied:'

6. When it comes to customer complaints, the best policy is:

[] To not actively seek them.

[] To make it easy for customers to complain.

[] To satisfy customers so much that they have no reason to complain.

[] To spend as little time and money as possible in managing complaints.

Better Survey Design Is: (A) Easy (B) Difficult (C) Don't Know

by David M. Ambrose and John R. Anstey

7. The seven elements of questionnaire design:

[] Are useful for only certain types of surveys or customers.

[] Are valuable as a guide to questionnaire completeness.

[] Must be used in an exact order.

[] Are discrete and should not overlap in a survey.

8. If a survey designer is unclear in which of the seven categories a question falls, he should:

[] Formulate another question that more nearly fits a precise category.

[] Not worry about it.

[] Divide the one question into two separate questions.

[] Eliminate the question.

Finding Eyeballs for your Electronic Newsletter

by Vince DiPaolo and Chris Durkin

9. After you have exhausted all of the internal list-building techniques and you still need more addresses, the next step is to:

[] Contact clients directly through a telemarketing campaign.

[] Solicit addresses through an advertising campaign.

[] Buy e-mail addresses from a list broker.

[] Get the names of prospects from calling officers.

10. A resource library on your website has a dual value; not only can it be used to gather e-mail addresses but it can also:

[] Give valuable community service.

[] Be used as an asset for promotion in an advertising campaign.

[] Be the source of a database for future direct mail campaigns.

[] Provide valuable market research.