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  3. Importance of the Public Image Public image refers to how a company is viewed by its customers, suppliers, and stockholders,

Importance of the Public Image Public image refers to how a company is viewed by its customers, suppliers, and stockholders,

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问题                     Importance of the Public Image
    Public image refers to how a company is viewed by its customers, suppliers, and stockholders, by the financial community, by the communities in which it operates, and by federal and local governments. Public image is controllable【C1】______, just as the product, price, place, and promotional efforts are.
    A firm’s public image【C2】______a vital role in the attractiveness of the firm and its products to employees, customers,【C3】______to such outsiders as stockholders, suppliers, creditors, government officials, as well as diverse special groups. With some things it is【C4】______to satisfy all the diverse publics: for example, a new highly automated plant may meet the approval of creditors and stockholders, but【C5】______will undoubtedly find resistance from employees who see their【C6】______threatened. On the other hand, high-quality products and service standards should bring almost complete approval,【C7】______low quality products and false claims would be widely looked down upon.
    A firm’s public image,【C8】______it is good, should be treasured and protected. It is a valuable asset【C9】______usually is built up over a long and satisfying relationship of a firm with its publics. If a firm has【C10】______a quality image, this is not easily countered or imitated by competitors.【C11】______an image may enable a firm to charge higher prices, to woo the best distributors and dealers, to attract the best employees, to expect【C12】______favorable creditor relationships and lowest borrowing costs. It should also allow the firm’s stock to command a higher price-earnings ratio than other firms in the same industry【C13】______such a good reputation and public image.
    A number of factors affect the public image of a corporation.【C14】______include physical facilities, contacts of outsiders with company employees, product quality and dependability, prices【C15】______competitors, customer service, the kind of advertising and the media and programs used, and the use of public relations and publicity.
【C2】
选项 A、establishes
B、plays
C、makes
D、obtains
答案B
解析 此题考查固定搭配，play a role：扮演角色，发挥作用。
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