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　　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 51 , just as the product, price, place, and promotional efforts are.
　　A firm's public image 52 a vital role in the attractiveness of the firm and its products to employees, customers, 53 to such outsiders as stockholders, suppliers, creditors (債權(quán)人), government officials, as well as diverse special groups. With some things it is 54 to satisfy all the diverse publics: for example, a new highly automated plant may meet the approval of creditors and stockholders, but 55 will undoubtedly find resistance from employees who see their 56 threatened. On the other hand, high-quality products and service standards should bring almost complete approval, 57 low quality products and false claims would be widely looked down upon.
　　A firm, s public image 58 it is good, should be treasured and protected. It is a valuable asset 59 usually is built up over a long and satisfying relationship of a firm with its publics. IF a firm has 60 a quality image, this is not easily countered or imitated by competitors 61 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 (價(jià)格盈利率)than other firms in the same industry 63 such a good reputation and public image.
　　A number of factors affect the public image of a corporation. 64 include physical facilities, contacts of outsiders with company employees, product quality and dependability, prices 65 competitors, customer services, the kind of advertising and the media and programs used and the use of public relations and publicity,
　　51. A. to an considerate extent
　　B. at an considerate extent
　　C. at an considerable extent
　　D. to an considerable extent
　　52. A.establishes
　　B. plays
　　C. makes
　　D. obtains
　　53. A. but
　　B. however
　　C. and
　　D. as
　　54. A. possible
　　B.easy
　　C. not impossible
　　D. impossible
　　55. A. they
　　B. some
　　C. it
　　D. we
　　56. A. plant
　　B, jobs
　　C. machines
　　D. themselves
　　57. A. while
　　B. when
　　C. as
　　D. and
　　58. A.that
　　B. if
　　C. which
　　D. /
　　59. A. that
　　B. who
　　C. whose
　　D. of which
　　60. A. been
　　B. developed
　　C. found
　　D. learned
　　61. A. With
　　B. Such
　　C. Like
　　D. /
　　62.. A. a more
　　B. more
　　C. most
　　D. the most
　　63. A.with
　　B. without
　　C. in
　　D. of
　　64. A. They
　　B. It
　　C. Some
　　D. Most
　　65. A. related to
　　B.connected with
　　C. relative to
　　D. related with
　　參考譯文
　　公眾形象的重要性
　　公眾形象指的是：一家公司如何被公眾所看待。公眾包括：顧客、供應(yīng)商、股票持有者，還包括金融界、公司所在社區(qū)、聯(lián)邦和地區(qū)政府。公眾形象和產(chǎn)品、價(jià)格、產(chǎn)地以及促銷活動(dòng)一樣，在相當(dāng)程度上是可以被控制的。
　　公司及其產(chǎn)品對其雇員、顧客以及一些局外人，像股票持有者、供應(yīng)商、債權(quán)人、政府官員以及各種各樣的群體要產(chǎn)生吸引力，公眾形象起著關(guān)鍵的作用。一家高度自動(dòng)化的工廠可以受到貸款人和股東的贊許，但無疑會(huì)遭到職工的反對，因?yàn)樵谒麄兛磥�。他們的工作受到了威脅。另一方面，優(yōu)質(zhì)產(chǎn)品和高質(zhì)量的服務(wù)標(biāo)準(zhǔn)會(huì)帶來幾乎是完全的贊許，而劣質(zhì)產(chǎn)品和不真實(shí)的自詡會(huì)遭到普遍的嘲笑。
　　一家公司對其良好的公眾形象應(yīng)該加以珍視和保護(hù)。好的公眾形象是一筆財(cái)富，這筆財(cái)富是公司與廣大公眾建立起來的長期的、滿意的關(guān)系。如果一家公司已經(jīng)形成了一種良好的公眾形象，這種好的形象就很難被它的競爭伙伴所擊垮和模仿。這種形象能使公司提高價(jià)格，吸弓l最好的分銷商和各種銷售商、最好的雇員，獲得與債權(quán)人最有利的關(guān)系以及最低的借貸成本。好的公眾形象還能讓公司的股票比同行業(yè)中其他沒有如此好的名聲和公眾形象的公司擁有更高的價(jià)格贏利率。
　　影響公司公眾形象的有諸多因素，包括硬件設(shè)備、外界人員與雇員的接觸、產(chǎn)品的質(zhì)量以及可靠性、與競爭對手相比之下的產(chǎn)品價(jià)格、顧客服務(wù)、廣告的種類以及所有方案、媒介和對公共關(guān)系和宣傳的利用。