理工類輔導資料：完形填空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 ____(1)____， just as the product， price， place， and promotional efforts are.
A firm’s public image ____(2)____ a vital role in the attractiveness of the firm and its products to employees， customers， ____(3)____ to such outsiders as stockholders， suppliers， creditors， government officials， as well as diverse special groups. With some things it is ____(4)____ to satisfy all the diverse publics： for example， a new highly automated plant may meet the approval of creditors and stockholders， but ____(5)____ will undoubtedly find resistance from employees who see their ____(6)____ threatened. On the other hand， high-quality products and service standards should bring almost complete approval， ____(7)____ low quality products and false claims would be widely looked down upon.
A firm’s public image， ____(8)____ it is good， should be treasured and protected. It is a valuable asset ____(9)____ usually is built up over a long and satisfying relationship of a firm with is publics. If a firm has ____(10)____ a quality image， this is not easily countered or imitated by competitors. ___(11)___ an image may enable a firm to charge higher prices， to woo the best distributors and dealers， to attract the best employees， to expect ____(12)____ favorable creditor relationships and lowest borrowing costs. It should also allow the firm’s stock to command a higher price-earnings ratio than other firms in the same industry ____(13)____ such a good reputation and public image.
A number of factors affect the public image of a corporation. ____(14)____ include physical facilities， contacts of outsiders with company employees， product quality and dependability， prices ____(15)____ competitors， customer service， the kind of advertising and the media and programs used， and the use of public relations and publicity.