Module 4 Quiz

1. Question

Which of the following is the best definition of segmentation?

Segmentation is an exercise in identifying the needs of clients and grouping them according to shared needs.
Segmentation is the process of splitting clients into smaller groups to manage them more efficiently.

2. Question

Which of the following is potential trap that companies must be careful to avoid if they embark on an aspirational marketing strategy?

Reputational damage from appearing to espouse a set of values that are not authentic to their business.
Reputational damage from promising clients aspirational returns

3. Question

A sales/ marketing funnel categories audiences on what basis?

How open they are to sustainability
How engaged they are with the brand/ product/ concept in question
How long they have know about that brand/ product

4. Question

The ‘Three T’s’ in content refer to which of the following?

Tone, Terminology, Timing
Tone, Timing, Topic
Tone, Terminology, Topic

5. Question

Which of the following statements is true?

In general it is good to use more technical jargon/ terminology when addressing institutional audiences as it conveys sophistication and expertise.
It is always good practice to use simple and easy accessible language and avoid jargon.

6. Question

What is meant by personalisation of content?

Ensuring that mass email templates are set up to include the recipients names in the salutation.
Matching content to audience segments to deliver relevant information.

7. Question

Which of the following are common challenges encountered by asset managers marketing sustainability at the brand level to the intermediary market? Select all that apply.

Financial advisers and wealth managers have different priorities
Financial advisers are distrustful of asset managers who they feel may promote sustainable products as a meant o raise money rather than for because they have a genuine process and conviction.
Many advisers have a poor understanding of the intricacies of sustainable products.

8. Question

White Marble’s research on leaders in sustainability in the asset management industry (2021) found which of the following to be true?

The firms that ranked highly at the thematic level also tended to rank highly on overall brand recognition
The firms that ranked the highest for overall brand recognition did not score as highly at a thematic level

9. Question

On average, firms considered in White Marble’s research on leaders in sustainability in the asset management industry (2021) ranked lower for the quality of ESG content and marketing compared to perceptions of the brands authenticity for sustainability. Which of the following offers a possible explanation for this?

Advisers do not have a good level of understanding of the sustainable products available and the content being put out by most asset managers does not address this.
A high level of understanding is required to write good content on sustainability/ ESG, many marketing departments do not have the necessary level of expertise combined with content writing skills.

10. Question

Which of the following are initiatives or campaigns calling on the population of the UK to be more engaged with how their pensions are invested, especially from a sustainability perspective? Select all that apply.

Make My Money Matter
Pensions for the Planet
Divest the Dirt
The GRI

11. Question

Which of the following is the best definition of aspirational marketing?

Aspirational marketing seeks to provide clients with the means to fulfil their aspirations of the person they would like to be.
Aspirational marketing focuses on the goals and ambitions of the company or product to demonstrate to potential clients what they hope to achieve.

12. Question

An aspirational brand strategy may appeal to clients’ aspirations, who they want to be, rather than their current state.

True
False

13. Question

Which of the following are criteria that asset managers could use to segment their audiences? Select all that apply.

Investment time frame
Risk appetite
Location
Assets under management

14. Question

Without comprehensive data a segmentation exercise will be futile.

True
False

15. Question

What is the flaw with the concept of a sales/ marketing funnel especially in the context of ESG content?

It assumes that all participants enter at the top of the funnel and doesn’t make allowance for people to join mid-way
It does not account for regional segmentation
It does not account for sales and marketing departments to work together
There are no flaws

16. Question

Which of the following aspects will inform the tone of voice you take for a given content item? Select all that apply.

The subject matter
Your brand attributes
Your sustainability credentials
The demographics of your audience

17. Question

Which of the following statements is correct?

The White Marble research on leaders in sustainability found that IFAs are most concerned with the public profile of their asset managers, whereas wealth managers are more concerned with demonstrable purpose and vision, and evidence of fiduciary culture
The White Marble research on leaders in sustainability found that IFAs are most concerned with asset managers demonstrating purpose and vison, and evidence of fiduciary culture whereas wealth managers are more concerned with the firms public profile
The White Marble research on leaders in sustainability found that IFAs and wealth managers have similar priorities – they are both primarily concerned by the reputation of the asset managers they interact with.

18. Question

Why is authenticity so important for external branding and communications? Select all that apply.

Without an authentic foundation, inconsistencies are likely to emerge in a brand’s messaging, undermining their credibility and damaging their reputation.
When employees feel that the messaging they are communicating to the outside world is consistent with their lived experience at a company, they are more likely to recommend the company as a place to work to their peers.

19. Question

Do dark or light online images use more energy to display?

Dark
Light

20. Question

Generally speaking, good UX design that streamlines a user’s experience on a website is also more energy efficient.

True
False

21. Question

Which audience is most likely to be impacted by ongoing hybrid ways of working leading to fewer in person meetings?

Institutional
Wholesale
Retail

22. Question

Generally speaking, regulation around the sale and marketing of financial products is strictest for which audience?

Institutional
Wholesale
Retail

23. Question

What was the primary challenge to content engagement identified by global CMOs through the White Marble CMO exchange?

Too frequent
Not relevant enough
Too long
Seniority of authorship

24. Question

Which of the following is one of the key benefits of marketing automation?

Greater efficiency requires fewer staff members on the pay role
Less time spent uploading content to websites
Greater ability to personalise content

25. Question

Which of the following is one of the biggest barriers to time poor clients consuming your content?

Too long
Too technical
Not enough imagery
No strong call to action

Quiz Summary

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