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  3. An ever increasing number of companies come to realize the importance of public image. Public image refers to how a company is v

An ever increasing number of companies come to realize the importance of public image. Public image refers to how a company is v

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问题     An ever increasing number of companies come to realize the importance of public image. 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 resistance from employees who see their jobs【C8】______. On the other hand, high quality products and service standards should bring almost complete approval,【C9】______low quality products and【C10】______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【C11】______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【C12】______or imitated by competitors. Such an image may enable a firm to【C13】______higher prices, to win the best distributors and dealers, to attract the best employees, to expect the most【C14】______creditor relationships and lowest borrowing costs. It should also allow the firm’s stock to command a higher price-earnings【C15】______than other firms in the same industry with such a good【C16】______and public image.
    A number of factors【C17】______the public image of a corporation. They include physical【C18】______, contacts of outsiders with company employees, product quality and dependability, prices【C19】______to competitors, customer service, the kind of【C20】______and the media and programs used, and the use of public relations and publicity.
【C16】
选项 A、reputation
B、representative
C、identification
D、deputation
答案A
解析 名词辨析题。本段主要说明公司良好的公共形象起着积极的作用，再根据空格后的and可知，空格处填入的名词应该与public image在语义上并列。由此推断出答案为A)reputation“名誉，名望”。B)representative“代表，代理人”，C)identification“识别；身份证明”，D)deputation“代表团”，均与公司的公共形象无关。
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