Viking Independent Bank Mrs. Sorrell Chapter 11, Banking Systems

Public Image Defintion: the concept the public has of a business Should reflect its mission, values, and culture Six steps to creating an image Analyze the image the bank wants to present Determine the target audience Determine the current image Define the bank’s goals in creating its image Develop a plan to accomplish the goal Track the results of the public relations campaign to create or revise the bank’s image

Public Relations (PR) “The planned and sustained effort to establish and maintain goodwill and mutual understanding between an organization and its public.” (Institute of Public Relations) Can use any media, including radio, television, Internet, and print advertising, to gain a competitive advantage as well as to establish and maintain goodwill and mutual understanding between the company and the public Brochures are PR tools that inform the reader about some aspect of the bank

Customer Service Definition: the activities and programs a seller provides to make the relationship with its customers satisfying Banks have become aware of the importance this has on their image as well as their bottom line Customers want: Responsive service Competent staff Courteous treatment Customer perspective Reliable service Product that meet customer needs Easy access to staff and funds Professional appearance

Inappropriate Behavior Don’t be rude to the customer Don’t argue with the customer Don't ignore a customer Don’t make excuses or use negative phrases Don’t criticize, condemn, or complain Don’t be condescending Don’t leave customers on the telephone When things go wrong Apologize Listen and ask questions Correct the problem quickly and fairly Keep your promises Follow up on the problem

Marketing Definition: the process of planning and executing the conception, pricing, promotion, and distribution of goods, services, and ideas to create exchanges that satisfy the customer and the organization 4Ps of marketing Producing Pricing Promoting Placing Marketing will be our efforts to make the public aware of our services and entice the public to use our services

Advertising The paid description or presentation of a product, service, idea, or organization to encourage individuals to buy, support, or approve of it Organizations use a variety of media Print media: newspaper, magazine, brochure Broadcast media: TV and radio ads Outdoor media: billboards, signs, banners

Additional Advertising Modes Direct marketing: delivers the materials individually to a target market via direct mail Cyber marketing: carefully planned and sustained effort to advertise a company, its products, and/or services through the Internet Advertising budget: money spent on advertising efforts Global spending for advertising in 2010 was $497.3 billion

Glossary Target market: Preselected group of buyers who are the focus of marketing efforts Market segmentation: dividing a market into subgroups, each of which is identifiable Social responsibility: obligation to profitably serve employees and customers in an ethical and law- abiding manner