BUILDING CUSTOMER LOYALTY 1. Even if customers are completely satisfied with service and products, research shows that as many as 40 percent of them may purchase services and products from other facilities.
b. False 2. Customer satisfaction ____________________.
a. always leads to customer loyalty
b. doesn't always lead to customer loyalty
c. creates little loyalty 3. The following are all ways of building customer rapport; establishing a common ground, listening and showing concern, use humor and keeping a positive attitude.
b. False 4. It is important to establish a common ground with each customer _________.
b. within the first 3 visits
c. within the first year 5. Salon owners are educating customers that diversion occurs when professional salon products show up in non-tanning environments. These "tan-free" environments can be a ________________.
a. drug store
b. grocery store
c. flea market
d. all of the above
INVENTORY & PRICING 6. The amount of inventory a salon should carry will depend on a number of factors, including:
a. size of the salon, how many pieces of tanning or spa-related equipment it offers, the type of client
b. size of the salon, how many pieces of tanning or spa-related equipment it offers
c. type of clientele it caters to 7. Knowing your customers and anticipating how much business will come through your door in a particular month will help you determine how much inventory to stock. A helpful strategy is to:
a. look at the previous year's receipts to see what sold, how much of it sold, and if its sales increas
b. conduct a survey
c. go back and look at the previous year's receipts to see what sold and how much of it sold 8. In order to encourage sales by catering to a wide range of clientele, it is best to offer which of the following price levels:
a. Three levels of prices on lotions, an entry-level, mid-range and high-end price
b. Two levels of pricing on lotions entry-level and high-end
c. Offer just one level, offering more than one level of pricing will confuse the customer 9. Most lotion manufacturers and distributors offer a suggested retail price that will allow salon owners to make up to a _________.
a. 50-percent profit on each bottle of lotion they sell
b. 30-percent profit on each bottle of lotion they sell
c. 100-percent profit on each bottle of lotion they sell
MOISTURIZATION: AN ESSENTIAL TO TANNING 10. NMFs (natural moisturizing factors) are stripped away by the use of _____________.
a. hot bathing water
b. strong detergents
c. hot bathing water and strong detergents 11. A good moisturizer for your tanning clients will contain a low level of AHAs,
a. (less than 1 percent) in order to generate good moisturization in the skin.
b. (at least 1 percent) in order to generate good moisturization in the skin.
c. (more than 2 percent ) of AHAs to generate good moisturization in the skin. 12. A moisturizer with a high level (greater than 1 percent of AHAs) will decrease the melanogenesis process, causing your client to lose their tan.
b. False 13. Moisturizing skin helps replenish and retain the normal moisture content of the stratum corneum keeping the skin_____________.
a. soft and supple
SPFS 14. By offering a complete array of moisturizers and SPFs, your clients will turn to your salon as their complete skincare source.
b. False 15. Ultraviolet radiation is divided into three different bands, UVA, UVB and UVC. Which of the following bands reach the earth in significant amounts:
a. UVB and UVC
b. UVB and UVA
c. Only UVA 16. Make sure to inform clients to apply sunscreen approximately ___ minutes before being exposed to the sun.
a. 20 minutes
b. 5 minutes
c. 30 minutes 17. High SPF sunscreen formulas contain blends of more than one sunscreen because no single-chemical is capable of absorbing all UVB radiation.
b. False 18. Which SPF blocks out 95 percent of the suns ultraviolet rays:
a. SPF 10
b. SPF 2
c. SPF 15
d. None of the above 19. Most health professionals suggest an SPF of 15 or above.
UNDERSTANDING LABEL CLAIMS 20. Name two types of label claims.
a. drug and personal
b. personal and cosmetic
c. drug and cosmetic 21. A company can make a drug claim only after the FDA approves the claim.
b. False 22. The FDA has the authority to force a company to remove its product from store shelves if:
a. any drug claim is made about the product without prior agency approval
b. when consumer safety is at risk
c. either, a drug claim is made without prior agency approval or when consumer safety is at risk 23. Cosmetic claims are reviewed by the __________.
b. National Advertising Division of the Better Business Bureaus
c. Cosmetic Industries Standards and Controls 24. Since claim types may overlap, the U.S. Food and Drug Administration monitors product claims to determine whether any given claim is a drug claim or a cosmetic claim.
VISUAL DISPLAYS 25. Because consumers make purchases based on methods that dominate their behavior, it is vital to design visual displays that appeal to which of the following methods:
Visual, Auditory and Kinesthetically
b. Visual and Auditory, these are the most important
c. Kinesthetically and Auditory 26. Consumers absorb information in three ways; visually, auditory and kinesthetically. Auditory consumers are intrigued by_______.
a. What they see
b. What they hear
c. What they feel 27. 78 percent of what people buy is based on what they see.
b. False 28. There are two types of displays that, if done correctly, will grab, hold and lead the customer's eye. They are________________.
a. Mass-merchandising and Feature displays
b. Feature displays and point of purchase
c. Packaging and mass-merchandising 29. Color is one of the most effective tools used in displays. Research has shown that on a worldwide basis _______is the most popular color.
c. red 30. The best location for visual merchandising displays is ______.
a. within the first 10 feet of the salon
b. the first 10 percent of the salon if space is limited
c. within the first 10 feet of the salon, or the first 10 percent of the salon if space is limited. 31. One of the latest and most effective merchandising supplements in indoor tanning salons are visual educational tools. Their purpose is twofold:
a. to educate clients and to pitch sales
b. to educate and entertain
c. to improve visual wall space and pitch sales
SUNLESS TANNERS 32. The key ingredient to sunless tanning products' evolution is _____________.
a. Dihydroxyacetone (DHA)
c. Padimate 33. The first step to ensuring a great sunless tan is to ________.
a. exfoliate the skin
b. dry off completely
c. exfoliate the skin and dry off completely 34. The most important step to self-tanning is the second step, application.
b. False 35. The key to obtaining an even sunless tan is to apply ____________________.
a. one thick coat of self–tanner
b. a smooth, thin layer of self-tanner
c. one thick layer, followed by several thin layers of self-tanner