2. 自考
  3. Public image refers to how a company is reviewed by its customers, suppliers, and stockholders, by the financial community, by t

Public image refers to how a company is reviewed by its customers, suppliers, and stockholders, by the financial community, by t

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问题     Public image refers to how a company is reviewed 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 to considerable extent, just as the product, price, place, and promotional efforts are.
    A firm’s public image plays a vital role in the attractiveness of the firm and its products to employees, customers, and to such outsiders as stockholders, suppliers, creditors, government officials, as well as diverse special groups. With some things it is impossible to satisfy all the diverse publics: for example, a new highly automated plant may meet the approval of creditors and stockholders, but it will undoubtedly find resistance from employees who see their jobs threatened. On the other hand, high-quality products and service standards should bring almost complete approval, while low products and false 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 asset that usually is built up over a long and satisfying relationship of a firm with its publics. If a firm has developed a quality image, this is not easily countered or imitated by competitors. Such an image may enable a firm to charge higher prices, to woo the best distributors and dealers, to attract the best employees, to expect the most 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 without such a good reputation and public image.
    A number of factors affect the public image of a corporation. They include physical facilities, contacts of outsiders with company employees, product quality and dependability (可靠性) , prices relative to competitors, customer service, the kind of advertising and the media and programs used, and the use of public relations and publicity.
In paragraph 2 the author mentions creditors, shareholders and employees to show that________.
选项 A、shareholders and employees usually don’t get on well with each other
B、the demands made on the company by diverse groups are different
C、companies always make decisions in favor of shareholders
D、companies always make decisions in favor of employees
答案B
解析 细节理解题。根据第二段可知，有些事情根本不可能会满足所有的公众团体的需要，比如说一个高度自动化的机器会满足债权人和股东的需要，但是毫无疑问地它一定会受到来自雇佣工人的抵制，因为他们认为这会对他们的工作构成威胁。故选B。
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