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Public image refers to how a company is viewed by is 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 ___1_____, just as the product, price, place, and promotional efforts are. A firms public image __2______ a vital role in the attractiveness of the firm and its products to employees, customers, ____3____ to such outsiders as stockholders, suppliers, creditors, government officials, as well as diverse special groups. With some things it is ___4____ to satisfy all the diverse publics: for example, a new highly automated plant may meet the approval of creditors and stockholders, but ____5____ will undoubtedly find resistance from employees who see their __6______ threatened. On the other hand, high-quality products and service standards should bring almost complete approval, ____7____ low quality products and false claims would be widely looked down upon. A firms public image, ___8_____ it is good, should be treasured and protected. It is a valuable asset __9______ usually is built up over a long and satisfying relationship of a firm with is publics. If a firm has ___10_____ a quality image, this is not easily countered or imitated by competitors. ___11___ an image may enable a firm to charge higher prices, to woo the best distributors and dealers, to attract the best employees, to expect ___12_____ favorable creditor relationships and lowest borrowing costs. It should also allow the firms stock to command a higher price-earnings ratio than other firms in the same industry ____13___ such a good reputation and public image. | 
