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4
Public image refers to how a company is viewed by itscustomers, suppliers, and stockholders, by the financialcommunity, by the communities 1 it operates, and byfederal and local governments. Public image iscontrollable 2 considerable extent, just as the product,price, place, and promotional efforts are.A firm's public image plays a vital role in the 3 of thefirm and its products to employees, customers, and tosuch outsiders 4 stockholders, suppliers, creditors, government officials, as well as5 special groups. With some things it is impossible to 6 all the diverse publics: forexample, a new highly automated plant may meet the approval of creditors andstockholders, 7 it will undoubtedly find 8 from employees who see their jobs 9 .Onthe other hand, high quality products and service standards should bring almostcomplete approval, 10 low quality products and 11 claims would be widely lookeddown upon.A firm's public image, if it is good, should be treasured and protected. It is avaluable 12 that usually is built up over a long and satisfying relationship of a firmwith publics. If a firm has learned a quality image, this is not easily 13 or imitated bycompetitors. Such an image may enable a firm to 14 higher prices, to win the bestdistributors and dealers, to attract the best employees, to expect the most 15 creditorrelationships and lowest borrowing costs. It should also allow the firm's stock tocommand higher price-earnings 16 than other firms in the same industry with such agood reputation and public image.
A number of factors affect the public image of a corporation. 17 include physical 18 , contacts of outsiders 19 company employees, product quality and dependability,prices 20 to competitors, customer service, the kind of advertising and the mediaand programs used, and the use of public relations and publicity.
1. A) which B) what C) where D) whom
2. A) in B) within C) on D) to
3. A) attraction B) attachment C) affection D) generalization
4. A) and B) with C) as D) for
5. A) converse B) diverse C) reverse D) universe
6. A) satisfy B) treat C) amuse D) entertain
7. A) so B) then C) thus D) but
8. A) support B) identification C) compliment D) resistance
9. A) ensured B) promoted C) threatened D) unemployed
10. A) because B) while C) though D) when
11. A) false B) fake C) artificial D) counterfeit
12. A) fortune B) asset C) possession D) property
13. A) countered B) defeated C) repelled D) compelled
14. A) pay B) get C) order D) charge
15. A) favorite B) prosperous C) favorable D) prospective
16. A) rate B) ratio C) ration D) interest
17. A) These B) They C) That D) It
18. A) appliances B) equipment C) devices D) facilities
19. A) on B) with C) in D) along
20. A) relative B) related C) reliable D) reconcilable