If you are running 10.1 then you will need SP1 and then download this patch:ArcGIS 10.1 SP1 (Desktop, Engine, Reader) Set Bing Key Patchhttp://support.esri.com/en/downloads/patches-servicepacks/view/productid/160/metaid/2003You should then find an executable called SetBingKey.exe in the \bin folder in the location you installed ArcGIS. The default location is Program Files (x86)\ArcGIS\Desktop10.1\binThe resource that @ciava.at provided has all this information for different ArcGIS releases.
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