单选题
Importance of the Public Image
Public image refers to how a company is viewed by its customers, suppliers, and stockholders (股东), by the financial community, by the communities in which it operates, and by the federal and
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governments. Public image is controllable to a
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extent, just as the product, price, place, and promotional efforts are.
A firm"s public image
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a vital role in the attractiveness of the firm and its products to employees, customers,
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to such outsiders as stockholders, suppliers, creditors (债权人), government officials, as well as
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special groups. With some things, it is impossible to satisfy all the diverse publics: for example, high quality products and service standards should bring almost complete approval,
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low quality products and service would receive wide
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.
A firm"s public image,
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it is good, should be treasured and protected. It is a
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asset that usually is built up over a long and satisfying relationship of a firm with its publics. If a firm has
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a quality image, this is not easily countered or imitated by competitors.
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an image may enable a firm to charge higher prices, to woo (追求) the best distributors and dealers, to attract the best employees, to
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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
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such a good reputation and public image.
A number of factors affect the public image of a corporation,
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physical facilities, contacts of outsiders with company employees, product quality and dependability, prices
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, customer service, the kind of advertising and the media and programs used, and the use of public relations and publicity.