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| 1. What are the two factors affecting the optical market that dispensers should be aware of? I) The number of high-end and luxury brand names available, ii) Sunglasses or a scarf are easier purchases than furniture or cars, iii) Handbags and jewelry are a safe and reasonable entry into the luxury market, or iv) Consumers love the idea of being able to buy a piece of the dream |
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A.
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i and ii |
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B.
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i, ii, and iii |
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C.
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i and iv |
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D.
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i, ii, iii and iv |
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| 2. When making a presentation of a frame, all of the following are true except |
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A.
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Never skimp on presentation |
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B.
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Collect as many frames as the patient seems to be interested in |
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C.
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Trays should be lined in high-grade fabrics |
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D.
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Show frames as if every item is a piece of precious jewelry |
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| 3. When adding luxury eyewear to a practice |
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A.
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Upgrade store and display areas where needed |
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B.
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Add stand-alone glass cases to highlight the special collection(s) |
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C.
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Have the sales representative train staff on the identity of the brand |
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D.
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All of the above |
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| 4. When considering signage, the point of sale pieces that feature brands |
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A.
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Must have a unified and coordinated brand message |
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B.
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Should be highlighted in hot pink to draw attention |
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C.
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Requires video and an audio message to really make a difference |
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D.
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None of the above |
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| 5. All of the following are required before a number of high quality brands should be introduced in an office |
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A.
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Develop a solid ground of quality service |
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B.
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Ensure that sales and dispensing associates are highly knowledgeable about the brands |
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C.
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Find the fastest and least expensive lens finishing and processing lab |
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D.
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Ensure that all staff supports the move to high end, luxury eyewear and sunwear |
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| 6. When products promote the idea of luxury and the allure of status, they |
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A.
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Display consistent and superior quality |
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B.
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Portray uniqueness and exclusivity |
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C.
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Make their owners feel special |
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D.
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All of the above |
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| 7. The red carpet treatment means that |
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A.
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Only the most expensive frames are shown |
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B.
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Tinted lenses are used |
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C.
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The “very-important-person” attitude is an absolute |
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D.
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Anyone is the office can help the patient |
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| 8. To sell luxury, higher priced eyewear |
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A.
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Personal treatment is as superb as the style eyewear being presented |
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B.
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There are no disruptions or intrusions |
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C.
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A consultative approach is used from exam to fitting |
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D.
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All of the above |
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| 9. Reading materials in the reception area must |
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A.
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Be luxury targeted |
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B.
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Be the staff's old copies of People, US News and Reports and National Geographic |
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C.
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Teach patients the technical details about photochromics and AR coatings |
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D.
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There shouldn't be reading materials |
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| 10. When dispensing luxury eyewear |
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A.
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Use the luxury eyewear case that the manufacturer made to coordinate with the frame |
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B.
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Only provide the case, throw away the branded cloths and boxes or bags sent with the case |
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C.
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Its OK to deliver them across the counter if there are no seats available |
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D.
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None of the above |
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| 11. To stay current with and be ahead of the trends |
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A.
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Remain open to new colors and styles |
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B.
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Read fashion magazines monthly |
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C.
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Review the advertisements for new sunwear in department store advertisements |
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D.
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All of the above |
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| 12. The Gucci bamboo horse bit |
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A.
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Is a functional brand identifier sought by consumers |
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B.
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Allows better temple adjustment |
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C.
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Is preferred by presbyopes |
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D.
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Is used only on bamboo frames |
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| 13. ______________ are one of the strongest items that can never be under-rated when patients consider the concept of luxury eyewear. |
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A.
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Temple width |
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B.
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Logos |
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C.
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Spring hinges |
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D.
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Adjustable nose pads |
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| 14. All of the following make up the appeal of luxury eyewear except |
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A.
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Contrasting colors inside the temples and frame front |
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B.
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Endpiece details |
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C.
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Position in a luxury case |
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D.
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Hard plastic nose pads |
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| 15. A unique way to extend a brand's reach is to |
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A.
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Build a wardrobe of eyewear for the consumer |
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B.
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Limit the sale to one pair only of that brand |
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C.
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Only sell that frame's brand for clear lenses so they get the most exposure |
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D.
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All of the above |
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| 16. According to the course, “Visual Neglect” is |
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A.
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Selling sun protection |
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B.
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Letting your customer go with just one pair of eyewear |
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C.
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Selling color changing contact lenses |
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D.
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All of the above |
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| 17. ____________ are the most powerful branding message carrier. |
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A.
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Colors |
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B.
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Textures |
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C.
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Sunglasses |
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D.
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Frame materials |
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| 18. Spotting a frame in a movie, or a sunglass at a red event carpet on a celebrity that a patient really likes |
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A.
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Makes patients feel the “want” and “need” for the same frame |
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B.
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Helps enhance the brand's identity in the patient's eye |
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C.
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Increases the value of the eyewear |
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D.
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All of the above |
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| 19. Unlike consumer spending for many big-ticket items, interest in luxury accessories with strong brands |
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A.
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Has never been stronger |
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B.
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Is declining with the economy |
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C.
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Makes little difference in an optical office |
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D.
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Increase expensive car sales |
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| 20. Ways to reinforce the influence of celebrities wearing luxury eyewear are |
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A.
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Flat screen TV's running footage from fashion shows |
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B.
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Artwork that reinforces the brand connection at point of sale. |
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C.
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Host themed trunk shows tied to A Night at the Oscars |
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D.
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All of the above |
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