Reading Prep. In preparation
for this chapter, use
the Internet and printed
materials to locate bank
advertisements. Can you
fi nd any common themes
in these advertisements?
What does this tell you about
the purposes behind bank
Scan the code to view a Biz Kid$
video. If you do not have a
smartphone, visit the G-W Learning
Check Your Banking IQ
Before you begin this chapter, see what
you already know about banking by taking
the chapter pretest.
Selling the Bank
Marketing and Promotions
Loyal customers are not born, they are created.
For a bank to be successful, it must reach out to
individuals and organizations that could benefit fi
from the products and services it provides. Once
a relationship with a customer is born, it must be
nurtured. Banks nurture these relationships and
create a positive public image by providing ex-
ceptional customer service.