A checking account is a primary product for many banks. The typical account permits teller and ATM transactions, in addition to allowing the owner to write checks. Furthermore, while banks still mail paper statements each month (increasingly only upon request), most banks encourage account holders to check balances and perform other transactions electronically.

Required:
a. Prepare a list of activities that might help determine the cost of a checking account for the average customer. Classify each activity as a unit-level, batch- or process-level activity.
b. How might a bank use the information from the activity map to tailor multiple versions of its checking accounts?
c. Should the bank allocate the cost of advertising its checking accounts (a product level activity) to individual accounts, when assessing its profitability?