Importance of the Public Image Public image refers to how a company is viewed by its customers,suppliers, and stockholders, by the financial community, by the communities in which it operates and by the 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 (债权人), 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 its 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_______62 favorable creditor relation-ships and lowest borrowing costs. It should also allow the firm's stock to command a higher price-earnings ratio (价格盈利率)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 services, the kind of advertising and the media and programs used and the use of public relations and publicity． 第 51 题 请选择（1）处的最佳答案．