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  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.
We learn from the passage that________.
选项 A、a good public image is hard to achieve but easy to be copied
B、public image is not as controllable as price
C、public image has nothing to do with the product price
D、the importance of public image is almost universally recognized
答案D
解析 推理判断题。根据第三段前三句可判断A项错误根据第一段最后一句可判断B项错误根据最后一段可知C项错误。通读全文后可知，公共形象的重要性几乎是被广泛承认的。故选D。
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