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| 1. An opticals primary focus must be to do a great job with all aspects of eye care, but the bottom line for all businesses is: |
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A.
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marketing |
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B.
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sales |
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C.
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profits |
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D.
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customers |
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| 2. Marketing is: |
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A.
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determining what inventory you will carry |
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B.
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developing strategy to guide your advertising |
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C.
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the same as advertising |
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D.
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what you need to stop and buy on your way home |
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| 3. Your target market is: |
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A.
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predetermined by your location |
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B.
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is anyone who will do business with you |
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C.
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ambliops |
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D.
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who you decide are the best customers for you business |
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| 4. In reference to your target market, you want to know: |
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A.
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as much about their lifestyle as you can |
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B.
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their socio-economic status |
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C.
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their buying habits |
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D.
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all of the above |
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| 5. What customers want from you is: |
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A.
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a good pair of glasses or contacts |
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B.
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to see better |
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C.
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a solution to their highest perceived needs and wants |
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D.
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to look better |
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| 6. When should your customers think about your business/services? |
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A.
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every time you interact with them through your marketing |
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B.
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about once a year |
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C.
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only when they need an adjustment |
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D.
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when they can't see fine print anymore |
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| 7. Where to you want your target market to look for you? |
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A.
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where they would logically look for medical or professional services |
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B.
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referrals from you existing clients |
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C.
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where you have decided to advertise based on your research about them |
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D.
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all of the above |
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| 8. What should be the first products customers see when they enter your location? |
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A.
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the most expensive |
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B.
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the product that will most motivate them to make a decision to buy today |
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C.
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the least expensive |
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D.
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your best sellers |
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| 9. Product in the optical should be displayed |
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A.
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according to Price |
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B.
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so the oldest inventory is seen first |
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C.
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by gender and age |
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D.
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to stimulate as much emotional impulse as possible |
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| 10. Customers usually decide to buy something because of: |
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A.
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emotion |
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B.
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logic |
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C.
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boredom |
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D.
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needs |
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| 11. Ultimately, you should sell the product that: |
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A.
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creates the most profits for your business |
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B.
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is what the customer wants, even if it's not appropriate |
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C.
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you really need to get out of inventory |
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D.
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is the most appropriate based on your professional opinion |
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| 12. The most important goal of retailing is |
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A.
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creating a totally satisfied customer that will return again |
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B.
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selling |
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C.
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making a profit |
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D.
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“moving inventory” |
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| 13. According to the ancient Greek philosopher Hippocrates, there are how many basic traits of human behavior? |
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| 14. Knowing about and recognizing the basic behavioral traits in customers |
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A.
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have nothing to do with sales |
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B.
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can help us develop rapport and create a better experience for them |
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C.
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allows us to manipulate them |
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D.
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determines what eyewear they will select |
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| 15. In our story, Lucy is domineering because she is mostly |
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A.
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choleric |
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B.
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melancholy |
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C.
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phlegmatic |
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D.
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sanguine |
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| 16. Sanguine personalities |
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A.
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are shy and reserved |
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B.
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love to enjoy everything they do |
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C.
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usually make great architects or engineers |
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D.
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often become CEO's of large companies |
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| 17. When working with a Lucy (choleric) we should |
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A.
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keep conversation short and to the point |
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B.
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let them have some control |
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C.
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be very respectful of time |
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D.
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all of the above |
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| 18. When working with a Snoopy (Sanguine) is helps to |
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A.
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cover all the details |
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B.
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rush them along |
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C.
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make the experience fun and light |
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D.
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limit them to only a few selections |
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| 19. If you know a customer is a nuclear physicist, (most likely melancholy) we should |
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A.
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be very chatty, making a lot of small talk during the selling process |
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B.
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keep technical details to a minimum |
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C.
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be prepared to answer a lot of technical questions |
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D.
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rush the process or they'll take up all of our your time with details |
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| 20. Charlie Browns (phlegmatic), like to be engaging an polite but often need help |
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A.
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getting along with people |
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B.
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making decisions |
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C.
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in a crisis or stressful situation |
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D.
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with fashion sense |
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