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Importance of the Public Image

Public image refers to how a company is viewed by its customers, suppliers, and stockholders (股东), by the financial community, by the communities in which it operates, and by the federal and local governments. Public image is controllable to a (1) extent, just as the product, price, place, and promotional efforts are.

A firm's public image (2) a vital role in the attractiveness of the firm and its products to employees, customers, (3) to such outsiders as stockholders, suppliers, creditors (债权人), government officials, as well as (4) special groups. With some things it is impossible to satisfy all the diverse publics: for example, a new highly automated plant may meet the (5) of creditors and stockholders, but it will undoubtedly find resistance from employees who see their (6) threatened. On the other hand, high-quality products and service standards should bring almost complete approval, (7) low quality products and false claims would be widely looked down upon.

A firm's public image, (8) it is good, should be treasured and protected. It is a (9) asset that usually is built up over a long and satisfying relationship of a firm with its publics. If a firm has (10) a quality image, this is not easily countered or imitated by competitors. (11) an image may enable a firm to charge higher prices, to woo (追求) the best distributors and dealers, to attract the best employees, to (12) the most favorable creditor relationships and lowest borrowing costs. It should also allow the firm's stock to command a higher price-earnings ratio than other firms in the same industry (13) such a good reputation and public image.

A number of factors affect the public image of a corporation. (14) include physical facilities, contacts of outsiders with company employees, product quality and dependability, prices (15) competitors, customer service, the kind of advertising and the media and programs used, and the use of public relations and publicity.

1 A consistent B considerable C considerate D free

2 A establishes B plays C makes D obtains

3 A but B however C and D as

4 A changing B variable C deviate D diverse

5 A thought B credit C approval D idea

6 A bowls B jobs C machines D themselves

7 A while B when C as D and

8 A as B if C which D since

9 A valuable B worthless C worthwhile D satisfactory

10 A copied B developed C found D learned

11 A With B Such C Like D Because

12 A prospect B inspect C suspect D expect

13 A with B without C in D of

14 A They B Many C Some D Most

15 A related to B connected with C relative to D dependent on

参考答案：1. B 2. B 3. C 4. D 5. C6. B 7. A 8. B 9. A 10. B11. B 12. D 13. B 14. A 15. C