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1、Publicimagereferstohowacompanyisviewedbyitscustomers,suppliers,andstockholders,bythefinancialcommunity,bythecommunities62itoperates,andbyfederalandlocalgovernments.Publicimageiscontrollable63considerableextent,justastheproduct,price,place,andpromotionaleffortsare・Afirm'spublicimageplaysavita
2、lroleinthe64ofthefirmanditsproductstoemployees,customers,andtosuchoutsiders65stockholders,suppliers,creditors,governmentofficials,aswellas66specialgroups・Withsomethingsitisimpossibleto67allthediversepublics:forexample,anewhighlyautomatedplantmaymeettheapprovalofcreditorsandstockholders,68itw
3、illundoubtedlyfind69fromemployeeswhoseetheirjobs70.Ontheotherhand,highqualityproductsandservicestandardsshouldbringalmostcompleteapproval,71lowqualityproductsand72claimswouldbewidelylookeddownupon.Afirm'spublicimage,ifitisgood,shouldbetreasuredandprotected.Itisavaluable73thatusuallyisbuiltup
4、overalongandsatisfyingrelationshipofafirmwithpublics・Ifafirmhaslearnedaqualityimage,thisisnoteasily74orimitatedbycompetitors・Suchanimagemayenableafirmto75higherprices,towinthebestdistributorsanddealers,toattractthebestemployees,toexpectthemost76creditorrelationshipsandlowestborrowingcosts.It
5、shouldalsoallowthefirm'sstocktocommandhigherprice-earnings77thanotherfirmsinthesameindustrywithsuchagoodreputationandpublicimage・Anumberoffactorsaffectthepublicimageofacorporation.78includephysical79,contactsofoutsiders80companyemployees,productqualityanddependability,prices81tocompetitors,c
6、ustomerservice,thekindofadvertisingandthemediaandprogramsused,andtheuseofpublicrelationsandpublicity.62.A)whichB)whatC)whereD)whom63.A)inB)withinC)onD)to64.A)attraction65.A)and66.A)converse67.A)satisfy68.A)so69.A)support70.A)ensured71.A)because72.A)false73.A)fortuneB)attachmentC)affectionD)g
7、eneralizationB)withC)asD)forB)diverseC)reverseD)universeB)treatC)amuseD)entertainB)thenC)thusD)butB)identificationC)complimentD)resistanceB)promotedC)threatenedD)unemployedB)whileC)thoughD)whenC)artificialD)counterfeitC)possessionD)propertyC)repell
