Importance of the Public Image
Public image refers to how a company is viewed by is 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 ________, just as the product, price, place, and promotional efforts are.
A firms public image ________ a vital role in the attractiveness of the firm and its products to employees, customers, ________ to such outsiders as stockholders, suppliers, creditors, government officials, as well as diverse special groups. With some things it is ________ to satisfy all the diverse publics: for example, a new highly automated plant may meet the approval of creditors and stockholders, but ________ will undoubtedly find resistance from employees who see their ________ threatened. On the other hand, high-quality products and service standards should bring almost complete approval, ________ low quality products and false claims would be widely looked down upon.
A firms public image, ________ it is good, should be treasured and protected. It is a valuable asset ________ usually is built up over a long and satisfying relationship of a firm with is publics. If a firm has ________ a quality image, this is not easily countered or imitated by competitors. ______ an image may enable a firm to charge higher prices, to woo the best distributors and dealers, to attract the best employees, to expect ________ favorable creditor relationships and lowest borrowing costs. It should also allow the firms stock to command a higher price-earnings ratio than other firms in the same industry ________ such a good reputation and public image.
A number of factors affect the public image of a corporation. ________ include physical facilities, contacts of outsiders with company employees, product quality and dependability, prices ________ competitors, customer service, the kind of advertising and the media and programs used, and the use of public relations and publicity.
1. A at considerable extent B to considerable extent
C to considerate extent D at considerate extent
2. A establishes B plays
C make D obtains
3. A but B however
C and D as
4. A possible B easy
C not impossible D impossible
5. A they B some
C it D we
6. A plant B jobs
C machines D themselves
7. A while B when
C as D and
8. A that B if
C which D /
9. A that B who
C whose D of which
10.A been B developed
C found D learned
11.A With B Such
C Like D /
12.A a more B more
C most D the most
13.A with B without
C in D of
14.A They B It
C Some D Most
15.A related to B connected with
C relative to D related with
KEY:BBCDC BABAB BDBAC