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 a vital 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 highly 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 of a firm with publics. If a firm has learned a quality image, this is not easily (13)or imitated by 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.

　　1.A.which B.what C.where D.whom

　　2.A.in B.within C.on D.to

　　3.A.attraction B.attachment C.affection D.generalization

　　4.A.and B.with C.as D.for

　　5.A.converse B.diverse C.reverse D.universe

　　6.A.satisfy B.treat C.amuse D.entertain

　　7.A.so B.then C.thus D.but

　　8.A.support B.identification C.compliment D.resistance

　　9.A.ensured B.promoted C.threatened D.unemployed

　　10.A.because B.while C.though D.when

　　11.A.false B.fake C.artificial D.counterfeit

　　12.A.fortune B.asset C.possession D.property

　　13.A.countered B.defeated C.repelled D.compelled

　　14.A.pay B.get C.order D.charge

　　15.A.favorite B.prosperous C.favorable D.prospective

　　参考答案

　　1-5. CDACB

　　6-10. ADDCB

　　11-15. ABADC