Public image doesn’t make money directly, nor is it anything visible. However, excellent public image is such an important thing that it is     1     desired by every company, enterprise, institution, etc. Public image refers to how a company is     2     by its customers, supplies, and stockholders(股东), by the financial community, by the communities where it operates, and by federal and local governments. Public image is controllable to     3     extent, just as the product, price, place, and promotional efforts are.

A firm’s public image plays a vital role in the     4     of the firm and its products to employees, customers, and to such outsiders as stockholders, suppliers, creditors(贷款方), government officials, as well as different special groups. With some things it is impossible to     5     all the different publics: for example, a new highly automated plant may meet the     6     of creditors and stockholders. However, it will     7     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 quality products and false claims would be widely looked down upon.

A firm’s public image, if it is good, should be     8    . It is a valuable strength that usually is built up over a long and satisfying relationship of a firm with publics. If a firm has     9     a quality image, this is not easily imitated by competitors. Such an image may enable a firm to     10     higher prices, to win 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 achieve higher price-earnings ratio(比例) than other firms in the same industry with such a good reputation and public image.