276 Unit 4 Bank Management Chapter Summary Section 11.1 Marketing and Promotions To create customers, you must become familiar with consumers’ needs and wants. Information about customers’ needs and wants is used to identify a target market, match the characteristics of bank products and services to a target market, develop a marketing strategy, and create promotions. Section 11.2 Building Relationships A positive public image makes it easier to hire and retain employees, acquire new customers, and keep current customers. Customer service starts when the bank and the customer interact for the fi rst time. fi Check Your Banking IQ Now that you have fi nished this chapter, see what you know about banking by taking the chapter posttest. www.g-wlearning.com/fi nance/
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