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.

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Adding it up

by Brenda Marlin, CFMP

1. One of the drawbacks of the objective-and-task budget method is:

[] It cannot be used to determine the level of advertising necessary to build and sustain the bank's image and public awareness.

[] Other bank managers and employees are less likely to understand it, and thus less likely to support it.

[] It often does not align with the bank's strategic plan.

[] It produces the largest budgets.

2. The ideal budgeting method and the one most advantageous to the marketer is:

[] Competitive parity.

[] Percentage.

[] Incremental.

[] Object and task.

3. The best way to move from a less-desirable to the more ideal budget process is:

[] To simply go ahead and implement it.

[] Lobby internally for the better approach.

[] Take baby steps toward the more ideal process.

[] Educate your management about the weak aspects of the less desirable methods.

Stop and Smell the Brand

by Jeff Stephens

4. Scent marketing can be a powerful tool because:

[] Most banks neglect to use it.

[] Smell goes directly to the brain and triggers memories.

[] It is inexpensive.

[] It is a superb differentiator.

5. Scent should be used strategically and only when:

[] Linked to food or beverage served by the bank.

[] It evokes pleasant memories.

[] Tied to the brand equity.

[] The aroma is favored by the target audience.

6. To select the right scent for your bank, look to:

[] The bank's positioning statement and brand promise.

[] The bank's logo and motto.

[] The target audience.

[] A popular beverage or comfort food.

Feminine Allure

by Carol Achterhof and Kevin Tracey

7. The best way for a bank to connect with women customers is to:

[] Focus on the product rather than the environment.

[] Encourage them to make fast decisions.

[] Understand how women make decisions.

[] Downplay time-saving aspects.

8. Brands that have been successful at attracting female customers are those that:

[] Find ways to bring women together, acting as a host for these relationships.

[] Make the bank sound impressive by emphasizing financial jargon.

[] Channel their research toward internal bank resources.

[] De-emphasize Web communications.

Taking Care of (Women Owned) Business

by Rich Dorfman

9. The banking approach that appeals to women entrepreneurs is based on:

[] Product.

[] Insight.

[] Price.

[] Exclusivity.

10. An example of a program likely to enhance relationship building with female entrepreneurs is one that ...

[] Relieves them of the responsibility of controlling their money.

[] Allows them access to financial counseling.

[] Expands business networking opportunities for women.

[] Provides the discount pricing that start-up businesses need.