CE Test Questions
Grand Intentions: The Luxury and Allure of Selling High End Eyewear

Exam Questions
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

    A. i and ii
    B. i, ii, and iii
    C. i and iv
    D. i, ii, iii and iv
2. When making a presentation of a frame, all of the following are true except

    A. Never skimp on presentation
    B. Collect as many frames as the patient seems to be interested in
    C. Trays should be lined in high-grade fabrics
    D. Show frames as if every item is a piece of precious jewelry
3. When adding luxury eyewear to a practice

    A. Upgrade store and display areas where needed
    B. Add stand-alone glass cases to highlight the special collection(s)
    C. Have the sales representative train staff on the identity of the brand
    D. All of the above
4. When considering signage, the point of sale pieces that feature brands

    A. Must have a unified and coordinated brand message
    B. Should be highlighted in hot pink to draw attention
    C. Requires video and an audio message to really make a difference
    D. None of the above
5. All of the following are required before a number of high quality brands should be introduced in an office

    A. Develop a solid ground of quality service
    B. Ensure that sales and dispensing associates are highly knowledgeable about the brands
    C. Find the fastest and least expensive lens finishing and processing lab
    D. Ensure that all staff supports the move to high end, luxury eyewear and sunwear
6. When products promote the idea of luxury and the allure of status, they

    A. Display consistent and superior quality
    B. Portray uniqueness and exclusivity
    C. Make their owners feel special
    D. All of the above
7. The red carpet treatment means that

    A. Only the most expensive frames are shown
    B. Tinted lenses are used
    C. The “very-important-person” attitude is an absolute
    D. Anyone is the office can help the patient
8. To sell luxury, higher priced eyewear

    A. Personal treatment is as superb as the style eyewear being presented
    B. There are no disruptions or intrusions
    C. A consultative approach is used from exam to fitting
    D. All of the above
9. Reading materials in the reception area must

    A. Be luxury targeted
    B. Be the staff's old copies of People, US News and Reports and National Geographic
    C. Teach patients the technical details about photochromics and AR coatings
    D. There shouldn't be reading materials
10. When dispensing luxury eyewear

    A. Use the luxury eyewear case that the manufacturer made to coordinate with the frame
    B. Only provide the case, throw away the branded cloths and boxes or bags sent with the case
    C. Its OK to deliver them across the counter if there are no seats available
    D. None of the above
11. To stay current with and be ahead of the trends

    A. Remain open to new colors and styles
    B. Read fashion magazines monthly
    C. Review the advertisements for new sunwear in department store advertisements
    D. All of the above
12. The Gucci bamboo horse bit

    A. Is a functional brand identifier sought by consumers
    B. Allows better temple adjustment
    C. Is preferred by presbyopes
    D. Is used only on bamboo frames
13. ______________ are one of the strongest items that can never be under-rated when patients consider the concept of luxury eyewear.

    A. Temple width
    B. Logos
    C. Spring hinges
    D. Adjustable nose pads
14. All of the following make up the appeal of luxury eyewear except

    A. Contrasting colors inside the temples and frame front
    B. Endpiece details
    C. Position in a luxury case
    D. Hard plastic nose pads
15. A unique way to extend a brand's reach is to

    A. Build a wardrobe of eyewear for the consumer
    B. Limit the sale to one pair only of that brand
    C. Only sell that frame's brand for clear lenses so they get the most exposure
    D. All of the above
16. According to the course, “Visual Neglect” is

    A. Selling sun protection
    B. Letting your customer go with just one pair of eyewear
    C. Selling color changing contact lenses
    D. All of the above
17. ____________ are the most powerful branding message carrier.

    A. Colors
    B. Textures
    C. Sunglasses
    D. Frame materials
18. Spotting a frame in a movie, or a sunglass at a red event carpet on a celebrity that a patient really likes

    A. Makes patients feel the “want” and “need” for the same frame
    B. Helps enhance the brand's identity in the patient's eye
    C. Increases the value of the eyewear
    D. All of the above
19. Unlike consumer spending for many big-ticket items, interest in luxury accessories with strong brands

    A. Has never been stronger
    B. Is declining with the economy
    C. Makes little difference in an optical office
    D. Increase expensive car sales
20. Ways to reinforce the influence of celebrities wearing luxury eyewear are

    A. Flat screen TV's running footage from fashion shows
    B. Artwork that reinforces the brand connection at point of sale.
    C. Host themed trunk shows tied to A Night at the Oscars
    D. All of the above

Evaluation Questions

21. In questions 21-25 please rate the effectiveness of how well each course met the stated learning objectives: Met the stated learning objectives?

    A. Excellent
    B. Very Good
    C. Good
    D. Fair
    E. Poor
22. Related to your practice needs?

    A. Excellent
    B. Very Good
    C. Good
    D. Fair
    E. Poor
23. Will help you improve patient care?

    A. Excellent
    B. Very Good
    C. Good
    D. Fair
    E. Poor
24. Avoided commercial bias/influence?

    A. Excellent
    B. Very Good
    C. Good
    D. Fair
    E. Poor
25. How would you rate the overall quality of the material presented?

    A. Excellent
    B. Very Good
    C. Good
    D. Fair
    E. Poor
26. Would you like to receive an Ohio Certificate in addition to ABO?

    A. Yes
    B. No
27. Comments on this program: