Questions to  Marketing Highlight 5.1 – focusing on multiple publics

1.     How important do you think customer satisfaction is when choosing a bank? Why?

2.     Most customers would probably say that interest rates are critical in their choice of a bank. But spending money on staff increases a bank’s costs, and therefore decreases the amount that it can spend on its customers. Do you think ING DIRECT should reduce its customer service (and thus, probably, decrease customer satisfaction), if by doing so it could offer better interest rates? Why or why not?

 of wallet’). What do you think are the advantages or disadvantages of ING DIRECT not offering a credit card?