Case Study - First Eastern Shore Bank

Read the Case Study located on pg. 269 of the text and answer the following:

Questions

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?

Please review the rubric for the case studies to be sure not to miss any requirements.