PART 1: BY BANK ASSET SIZE

Transcription

1 List of Tables Table Number Page PART 1: BY BANK ASSET SIZE General Information 1.1 Reporting Status Publicly Traded Companies Total Domestic Assets as of 12/31/ Interest and Fee Income Branches Full-Time Employees Geographic Location Size of Banks Market Area and Banks Market Share Years in Business Electronic Statements of Account...66 Bank Marketing Expenditures 1.11 Distribution of 2005 Marketing Expenditures (Percentage of Total Marketing Expenditures) Distribution of 2005 Marketing Expenditures (Mean Values and Percentage of Marketing Expenditures) Marketing Expenditures 2005 (Mean Values) Marketing Expenditures 2005 (Median Values) Banks Reporting Marketing Expenditures of Each Type Total Non-Salary Marketing Budget for Marketing Expenditures Allocation by Customer Group Marketing Expenditures by Customer Group Marketing Expenditures Allocation by Service Marketing Expenditures by Service Changes in Marketing Expenditures in 2006 Compared with 2005, by Type of Expenditures...74 Bank Marketing Function 1.22 Organization of Marketing Function Bank Top Three Marketing Goals for 2005 (Average Rating) Bank Top Three Marketing Goals for 2006 (Average Rating)...77 AMERICAN BANKERS ASSOCIATION 59

2 1.25 Measuring Marketing Performance Marketing Activities Outsourced or Performed In-House Bank Staff Responsible for Marketing Activities Employees Responsible for Marketing Activities Top Skills Required for Today s Bank Marketer Marketing as a Strategic Driver for the Business Providing Marketing Performance Report to the Board of Directors New Products and Services Banks Comparing Their Marketing Effort with Top Competitors Banks Using Customer Relationship Marketing (CRM) or Marketing Customer Information File System (MCIF) Most Successful Marketing Initiative in Market Segmentation 1.36 Market Segmentation Criteria Used for Market Segmentation Banks Targeting Various Consumer Groups for Product Promotion Promotion of Products and Services in Languages Other than English...83 Cross-Selling and Sales Incentives 1.40 Company-Wide Cross-Selling Plan Cross-Selling Training for Cross-Selling Sales Incentives Types of Incentives Offered to Banking Area Executives Types of Incentives Offered to Branch Managers or Supervisors Types of Incentives Offered to Customer Service Representatives Types of Incentives Offered to Other Bank Staff Duration of Incentive Programs...87 Direct Marketing 1.49 Direct Mailings Conducted in Direct s Sent in Customer Statement Enclosures Campaigns Conducted in Other Direct Marketing Campaigns Conducted in AMERICAN BANKERS ASSOCIATION

3 Internet Marketing 1.53 Bank s Web Site Internet Marketing Overall Effectiveness of Internet Marketing Methods...91 Advertising Agency Relationship 1.56 Advertising Agencies that Banks Used in Services that Advertising Agency Provided...92 Bank Customers 1.58 Changes in Consumer Customer Base in 2005 Compared with Changes in Business Customer Base in 2005 Compared with Future Issues 1.60 Biggest Challenges in Marketing Activities for the Next 12 Months...94 PART 2: BY REGION AND BANK ASSET SIZE General Information 2.1 Reporting Status Publicly Traded Companies Total Domestic Assets as of 12/31/ Interest and Fee Income Branches Full-Time Employees Size of Banks Market Area and Banks Market Share Years in Business Electronic Statements of Account...98 Bank Marketing Expenditures 2.10 Distribution of 2005 Marketing Expenditures (Percentage of Total Marketing Expenditures) Distribution of 2005 Advertising Expenditures (Percentage of Advertising Expenditures) Marketing Expenditures 2005 (Mean Values) Marketing Expenditures 2005 (Median Values) Banks Reporting Marketing Expenditures of Each Type Total Non-Salary Marketing Budget for Marketing Expenditures Allocation by Customer Group AMERICAN BANKERS ASSOCIATION 61

4 2.17 Marketing Expenditures by Customer Group Marketing Expenditures Allocation by Service Marketing Expenditures by Service Changes in Marketing Expenditures in 2006 Compared with Bank Marketing Function 2.21 Organization of Marketing Function Bank Top Three Marketing Goals for 2005 (Average Rating) Bank Top Three Marketing Goals for 2006 (Average Rating) Measuring Marketing Performance Marketing Activities Outsourced or Performed In-House Bank Staff Responsible for Marketing Activities Employees Responsible for Marketing Activities Top Skills Required for Today s Bank Marketer Marketing as a Strategic Driver for the Business Providing Marketing Performance Report to the Board of Directors New Products and Services Banks Comparing Their Marketing Effort with Top Competitors Banks Using Customer Relationship Management (CRM) or Marketing Customer Information File System (MCIF) Most Successful Marketing Initiative in Market Segmentation 2.35 Market Segmentation Criteria Used for Market Segmentation Banks Targeting Various Consumer Groups for Product Promotion Promotion of Products and Services in Languages Other than English Cross-Selling and Sales Incentives 2.39 Company-Wide Cross-Selling Plan Cross-Selling Training for Cross-Selling Sales Incentives Types of Incentives Offered to Banking Area Executives Types of Incentives Offered to Branch Managers or Supervisors Types of Incentives Offered to Customer Service Representatives Types of Incentives Offered to Other Bank Staff AMERICAN BANKERS ASSOCIATION

5 2.47 Duration of Incentive Programs Direct Marketing 2.48 Direct Mailings Conducted in Direct s Sent in Customer Statement Enclosures Campaigns Conducted in Other Direct Marketing Campaigns Conducted in Internet Marketing 2.52 Bank s Web Site Internet Marketing Advertising Agency Relationship 2.54 Advertising Agencies that Banks Used in Services that Advertising Agency Provided Bank Customers 2.56 Changes in Consumer Customer Base in 2005 Compared with Changes in Business Customer Base in 2005 Compared with Future Issues 2.58 Biggest Challenges in Marketing Activities for the Next 12 Months PART 3: OPEN-ENDED RESPONSES 3.1 Top Skills Required for Today s Bank Marketer Most Successful Marketing Initiative in Biggest Challenges in Marketing Activities for the Next 12 Months AMERICAN BANKERS ASSOCIATION 63