1. How do the service characteristics of intangibility, perishability, inseparability, and variability fit into this discussion of marketing a bank?

2. Using all of the information presented in this case, what theme would you suggest for marketing of the First Eastern Shore Bank to the under-30 consumer? Why?

3. Can you target new customers and use the same set of ads to encourage current customers to stay with the bank? Why or why not?

4. If trust is an important value to bank customers, how can that message be conveyed to customers who bank primarily using the ATM, drive-up, or online banking?

also needs to have 3 paragrphs per answer.