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| 1. All of the following are required today to build a brand except |
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A.
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Marketing communications |
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B.
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Heavy dependence on the relationship between your patient and you |
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C.
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The quality of products and services you provide |
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D.
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A staff of 2:1 optician to doctor |
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| 2. The consumer today is better informed, primarily because of |
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A.
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The internet |
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B.
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Chain retail advertising |
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C.
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Multimedia and fashion advertising |
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D.
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All of the above |
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| 3. To maximize your brand |
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A.
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Develop a business plan |
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B.
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Open multiple locations |
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C.
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Make every touchpoint count |
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D.
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Keep a lawyer on retainer |
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| 4. A brand is all of the following except |
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A.
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A popular jingle that describes the practice |
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B.
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A meaningful way that differentiates one practice from another |
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C.
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A set of expectations and associations developed from experience |
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D.
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The sum total of every patient experience and interaction |
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| 5. Brands |
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A.
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Are assets |
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B.
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Have financial value |
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C.
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Fosters internal pride |
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D.
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All of the above |
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| 6. Brand identities are |
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A.
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Promises from business to customer |
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B.
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The color of a logo |
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C.
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The a non emotional part of the financial plan |
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D.
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A single attribute of the business |
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| 7. The many facets of a brand include all of the following except: |
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A.
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The products |
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B.
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The people |
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C.
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The profit margin |
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D.
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The organization |
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| 8. To create a practice brand |
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A.
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Develop a positioning statement |
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B.
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Maximize weaknesses |
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C.
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Minimize strengths |
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D.
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Compete effectively |
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| 9. A simple positioning statement |
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A.
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Is sent to all patients for their information |
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B.
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Tells patients the services you provide |
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C.
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Describes how you want your patients to think about you. |
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D.
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Defines competition |
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| 10. All are part of a positioning statement except |
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A.
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The segment of the business in which you compete |
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B.
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Your primary patient base |
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C.
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The direction that the business is targeted |
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D.
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The meaningful benefits you deliver versus the competition |
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| 11. To best develop a positioning statement for your practice |
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A.
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Do an honest self-assessment of your practice |
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B.
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Evaluate and record the assets of meaningful competitors |
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C.
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Determine what patients in the practice are looking for |
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D.
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All of the above |
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| 12. To honestly assess a practice |
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A.
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Request patient opinions |
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B.
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Ignore the competition |
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C.
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Use the average product progressive usage percentages from Jobson Research |
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D.
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Ignore patients that have left the practice |
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| 13. Patient needs are best determined by |
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A.
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The trends around you in fashion and health |
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B.
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Patient opinions from surveys |
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C.
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An assessment of most popular products in the practice |
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D.
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All of the above |
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| 14. Brand values that make up a brand identity are |
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A.
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The values that is most important in your life |
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B.
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How you conduct all of your activities and relationships, |
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C.
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The way every person in the organization interacts with patients |
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D.
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All of the above |
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| 15. Words that best describe the core values of a practice may be |
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A.
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“Integrity, honesty or trustworthiness” |
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B.
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“Cheap, greedy and uninterested” |
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C.
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Used when defining the target audience |
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D.
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Added as part of a profit and loss statement |
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| 16. All of the following are ways to develop a strong brand except |
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A.
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Clearly and properly position your brand |
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B.
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Spread rumors about your competition |
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C.
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Ensure that the organization delivers on the brand promise |
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D.
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Deliver the benefits that your patients truly want |
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| 17. To stay alive in the minds of your patients |
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A.
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Use only one activity to maintain brand awareness |
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B.
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Implement both push and pull marketing programs that reinforce your identity |
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C.
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Ignore comments received after patients leave the office |
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D.
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Add any and all materials from vendors to the materials sent to patients |
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| 18. To be consistent and stay relevant in the minds of patients |
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A.
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Provide consistent experiences and messages |
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B.
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Make sure that all the communications reinforce each other |
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C.
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Do not overlook trends or other important changes in competition, patients, or the marketplace |
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D.
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All of the above |
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| 19. Ensuring that the organization delivers on the brand promise |
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A.
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Do not insist on understanding and buy-in among all employees |
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B.
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Only the manager must know a brand promise |
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C.
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Each employee must understand what the brand stands for. |
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D.
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Only the refraction experience affects the patient's experience. |
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| 20. Building and appropriately managing a brand and brand equity |
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A.
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Is a priority for any size company, business, or practice |
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B.
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Goes beyond marketing communications and is dependent the quality of services and products that you provide |
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C.
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Is dependent on the relationship between you and patients |
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D.
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All of the above |
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