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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【C1】______it operates, and by federal and local governments. Public image is controllable【C2】______considerable extent, just as the product, price, place, and promotional efforts are.
    A firm’s public image plays a vital role in the【C3】______of the firm and its products to employees, customers, and to such outsiders【C4】______stockholders, suppliers, creditors, government officials, as well as【C5】______special groups. With some things it is impossible to【C6】______all the diverse publics: for example, a new highly automated plant may meet the approval of creditors and stockholders,【C7】____________ it will undoubtedly find【C8】______from employees who see their jobs【C9】______On the other hand, high-quality products and service standards should bring almost complete approval,【C10】______low-quality products and【C11】______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【C12】______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【C13】______or imitated by competitors. Such an image may enable a firm to【C14】______higher prices, to win the best distributors and dealers, to attract the best employees, to expect the most【C15】______creditor relationships and lowest borrowing costs. It should also allow the firm’s stock to command higher price-earnings【C16】______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.【C17】______include physical【C18】______, contacts of outsiders【C19】______company employees, product quality and dependability, prices【C20】______to competitors, customer service, the kind of advertising and the media and programs used, and the use of public relations and publicity.
【C12】
选项 A、fortune
B、asset
C、possession
D、property
答案B
解析 根据选项和句意，本句大意是“建立长期、令人满意的公共形象对企业是一笔宝贵的财富或资产”；下文继续提到好的企业形象能提高价格，赢得最好的经销商和雇员，赢得更低的借贷成本和更高的收益等，这些都是“企业形象”这种资产带来的增值。A选项fortune意为“财富，运气，命运”；B选项asset意为“资产，财产”，如公司的有形或无形资产；C选项possession意为“拥有，领土，财产(常用复数)”；D选项property意为“财产，所有物，所有权”。企业的目的是盈利，此处将企业公共形象形容为企业的资产更合适。
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