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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.
【B12】
选项 A、fortune
B、asset
C、possession
D、property
答案B
解析 考查名词辨析。根据句意判断，具有良好的公众形象是一个企业珍贵的财富。这里“财富”一词并不指代拥有的金钱或财产，而是指代一种长处和优势。B．asset“财产，可取之处，优势”，符合文意，为正确答案。fortune“财富，好运，命运”；possession“拥有，占有，着迷，领土，财产(常用复数)”；property“财产，所有物，所有权，性质，特性”，均不符合题意。
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