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) makes 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
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