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ABA: The American Bankers Association
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The following questions are representative of the types of questions you will find on the examination.

1. A bank is embarking on a new strategy involving segmenting its customer base, developing sales strategies, and using an MCIF to uncover additional product and service needs. This strategy also involves changing the culture within the bank to make it more sales oriented and focused on matching customer needs with solutions, and will require training the sales and service staff to understand the segments and the accompanying strategies and sales goals for each of these segments. This strategy is referred to as:

a. Segmentation.
b. Target marketing.
c. Cross-selling.
d. Customer relationship management.

2. A bank is opening a new supermarket branch office and needs to provide deposit and loan projections for the office. Which type of information is MOST useful in determining the bank's projections?

a. Traditional branch results in the area
b. Census information within a 5-mile radius of the store
c. Demographic information on that supermarket's customers
d. Deposit and loan results from other supermarket offices in the area

3. Which of the following is the MOST important item to consider in determining whether a financial institution should allocate resources to a niche market?

a. General interest in the segment
b. Size of the segment
c. Ability to serve the segment
d. Profit/revenue potential of the segment

4. According to the FDIC, an advertisement is:

a. A commercial message, in any medium, that is designed to attract public attention or patronage to a product or business.
b. A means of communication with the users of a product or service.
c. The action of calling something to the attention of the public, especially by paid announcements.
d. Published or broadcast messaging.

Answer Key

1. d
2. c
3. d
4. a