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  3. Public image refers to how a company is viewed by its customers, suppliers, and stockholders, by the financial community, by the

Public image refers to how a company is viewed by its customers, suppliers, and stockholders, by the financial community, by the

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问题     Public image refers to how a company is viewed by its customers, suppliers, and stockholders, by the financial community, by the communities【B1】______it operates, and by federal and local governments. Public image is controllable 【B2】______ considerable extent, just as the product, price, place, and promotional efforts are.
    A firm’ s public image plays a vital role in the 【B3】______ of the firm and its products to employees, customers, and to such outsiders【B4】______stockholders, suppliers, creditors, government officials, as well as【B5】______special groups. With some things it is impossible to【B6】______all the diverse publics: for example, a new highly automated plant may meet the approval of creditors and stockholders, 【B7】______it will undoubtedly find【B8】______from employees who see their jobs 【B9】______. On the other hand, high quality products and service standards should bring almost complete approval,【B10】______low quality products and【B11】______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【B12】______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【B13】______or imitated by competitors. Such an image may enable a firm to【B14】______higher prices, to win the best distributors and dealers, to attract the best employees, to expect the most【B15】______creditor relationships and lowest borrowing costs. It should also allow the firm’s stock to command higher price-earnings【B16】______than other firms in the same industry with such a good reputation and public image.
    A number of factors affect the public image of a corporation.【B17】______include physical【B18】______, contacts of outsiders【B19】______company employees, product quality and dependability, prices【B20】______to competitors, customer service, the kind of advertising and the media and programs used, and the use of public relations and publicity.
【B8】
选项 A、support
B、identification
C、compliment
D、resistance
答案D
解析 考查名词辨析。本句中，两个分句是转折关系，而且作为利益对立双方creditors and stockholders和employees，他们对待工厂自动化的态度也是对立的。前者有单词approval(赞成)表明态度，后者的态度就应是resistance“抵抗，反对”，因此答案为D。support“支撑，支持，维持，赡养”；identification“辨认，鉴定，证明，视为同一”；compliment“称赞，恭维，致意，问候”，均不符合题意。
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