单选题
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 federal and local governments. Public image is controllable 16 , just as the product, price, place, and promotional efforts are.
A firm"s public image 17 a vital role in the attractiveness of the firm and its products to employees, customers, 18 to such outsiders as stockholders, suppliers, creditors, government officials, as well as diverse special groups. With some things it is 19 to satisfy all the diverse publics, for example, a new highly automated plant may meet the approval of creditors and stockholders, but 20 will undoubtedly find resistance from employees who see their 21 threatened. On the other hand, high-quality products and service standards should bring almost complete approval, 22 low quality products and false claims would be widely looked down upon.
A firm"s public image, 23 it is good, should be treasured and protected. It is a valuable asset 24 usually is built up over a long and satisfying relationship of a firm with its publics. If a firm has 25 a quality image, this is not easily countered or imitated by competitors. 26 an image may enable a firm to charge higher prices, to woo the best distributors and dealers, to attract the best employees, to expect 27 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 28 such a good reputation and public image.
A number of factors affect the public image of a corporation. 29 include physical facilities, contacts of outsiders with company employees, product quality and dependability, prices 30 competitors, customer service, the kind of advertising and the media and programs used, and the use of public relations and publicity.