Read the following text. Choose the best word or phrase marked A, B, C or D
for each numbered blank. Public image refers to how
a company is viewed by its customers, suppliers, and stockholders, by the
financial community, by the communities 1 it operates, and by federal and local governments. Public image is
controllable 2 considerable extent,
just as the product, price, place, and promotional efforts are.
A firm’s public image plays an important role in the 3
of the firm and its products to employees, customers, and to such
outsiders 4 stockholders, suppliers,
creditors, government officials, as well as 5
special groups. With some things it is impossible to 6 all the diverse publics, for example, a new
automated plant may meet the approval of creditors and stockholders, 7 it will undoubtedly find
8 from employees who see their jobs
9 . On the other hand, high quality products and service
standards should bring almost complete approval, 10
low quality products and 11 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
12 that usually is built up over a long
and satisfying relationship between a firm and publics. If a firm has owned a
quality image, this is not easily 13 or
imitated by its competitors. Such an image may enable a firm to 14 higher prices, to win the best distributors
and dealers, to attract the best employees, to expect the most 15 creditor relationships and lowest borrowing
costs. It should also allow the firm’s stock to command higher price-earnings
16 than other companies in the same
industry with such a good reputation and public image. A number
of factors affect the public image of a corporation.
17 include physical 18 , contacts of outsiders 19 company
employees, product quality and dependability, prices
20 to competitors, customer service, the kind of
advertising and the media and programs used, and the use of public relations and
publicity.
A. attraction
B. attachment
C. affection
D. generalization