2. 外语
  3. —Read the article below about public image. —Choose the best word to fill each gap, from A, B, C or D. —For each question 19—33,

—Read the article below about public image. —Choose the best word to fill each gap, from A, B, C or D. —For each question 19—33,

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问题 —Read the article below about public image.
—Choose the best word to fill each gap, from A, B, C or D.
—For each question 19—33, mark one letter (A, B, C or D) on your Answer Sheet.
—There is an example at the beginning.

                                Significance of the Public Image
    Public image denotes how a company is judged by its customers, suppliers, and stockholders (股东), by the financial community, by the communities in which it operates, and by the federal and local governments Public image is controllable  (19)______ just as the product, price, place, and promotional efforts are.
    A firm’s public image  (20)______ a vital role in the attractiveness of the firm and its products to employees, customers,  (21)______ to such outsiders as stockholders, suppliers, creditors (债权人), government officials, as well as diverse special groups. With some things it is  (22)______ to satisfy all the diverse publics: for example, a new highly automated (自动化的) plant may meet the approval of creditors and stock holders, but  (23)______ will undoubtedly find resistance from employees who see  (24)______ threatened. On the other hand, high quality products and service standards should bring almost complete approval,  (25)______ low quality products and false claims would be widely looked down upon.
    A firm’s public image,  (26)______ it is good, should be treasured and protected. It is a valuable asset that usually is built up over a long and satisfying relationship of a firm with its publics. If a firm has  (27)______ a quality image, this is not easily countered or imitated by competitors.  (28)______ an image may enable a firm to charge higher prices, to woo the best distributors and dealers, to attract the best employees, to expect  (29)______ favourable creditor relationships and lowest borrowing costs. It should also allow the firm’s stock to command a higher price-earning ratio than (30)______ firms in the same industry without such a good reputation and public image.
    (31)______ of factors affect the public image of a corporation.  (32)______ include physical facilities, contacts of outsiders with company employees, product quality and dependability (可靠性), prices  (33)______ competitors, customer service, the kind of advertising and the media and programs used, and the use of public relations and publicity.

选项 A、establishes
B、plays
C、makes
D、obtains
答案B
解析 英语中play a role in...是固定用语，意思是：在……中起作用。例如：Do you think intelligence plays an important role in the success of one’s career?你认为智力在一个人的成功中起重要的作用吗?也可以说；Do you think intelligence has a role to play in the success of one’s career?
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