MARKETING FINANCIAL SERVICES TO ALL LEVELS OF AFFLUENCE

This study examines efforts being made by commercial banks to satisfy their obligations under the Community Reinvestment Act while at the same time responding to changes in their economic and competitive environments. Banks are being directly and indirectly mandated by outside forces to find ways to serve all segments of their markets. What one could consider the banks' choices or prerogatives, such as served markets, selection and pursuit of desired market niches, differentiation strategies, and positioning alternatives, are all being affected by outside regulatory forces. In an effort to identify the marketing-related factors that differentiate the two groups, this study compares the policies and characteristics of those institutions that are satisfying their regulatory obligations to those institutions that are not satisfying their obligations. (C) 1995 John Wiley & Sons, Inc.