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Public image refers to how a company is viewed by its customers, suppliers, and stockholders, by the financial community, by the communities 21 it operates, and by federal and local governments. Public image is controllable 22 considerable extent, just as the product, price, place, and promotional efforts are.
A firm’s public image plays a vital role in the 23 of the firm and its products to employees, customers, and to such outsiders 24 stockholders, suppliers, creditors, government officials, as well as 25 special groups. With some things it is impossible to 26 all the diverse publics: for example, a new highly automated plant may meet the approval of creditors and stockholders, 27 it will undoubtedly find 28 from employees who see their jobs 29. On the other hand, high and service standards should bring almost complete approval, 30 low and 31 claims would be widely looked down upon.
A firm’s public image, if it is good, should be treasured and protected. It is a valuable 32 that usually is built up over a long and satisfying relationship of a firm with publics. If a firm has learned a quality image, this is not easily 33 or imitated by competitors. Such an image may enable a firm to 34 higher prices, to win the best distributors and dealers, to attract the best employees, to expect the most 35 creditor relationships and lowest borrowing costs. It should also allow the firm’s stock to command higher price-earnings ratio than other firms in the same industry with such a good reputation and public image.
21. A. which B. what C. where D. whom
22. A. in B. within C. on D. to
23. A. attraction B. attachment C. affection D. generalization
24. A. and B. with C. as D. for
25. A. converse B. diverse C. reverse D. universe
26. A. satisfy B. treat C. amuse D. entertain
27. A. so B. then C. thus D. but
28. A. support B. identification C. compliment D. resistance
29. A. ensured B. promoted C. threatened D. unemployed
30. A. because B. while C. though D. when
31. A. false B. fake C. artificial D. counterfeit
32. A. fortune B. asset C. possession D. property
33. A. countered B. defeated C. repelled D. compelled
34. A. pay B. get C. order D. charge
35. A. favorite
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