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Public Image of a Company Matters Public image refers to how a company is viewed by its customers, suppliers, and stockholders, by the financial community, by the communities it operates, and by federal and local governments. Public image is controllable considerable extent, just as the product, price, place, and promotional efforts are. A firms public image plays a vital role in the of the firm and its products to employees, customers, and to such outsiders stockholders, suppliers, creditors, government officials, as well as special groups. With some things it is impossible to all the diverse publics: for example, a new highly automated plant may meet the approval of creditors and stockholders, it will undoubtedly find from employees who see their jobs On the other hand, high quality products and service standards should bring almost complete approval, low quality products and claims would be widely looked down upon. A firms public image, if it is good, should be treasured and protected. It is a valuable that usually is built up over a long and satisfying relationship of a firm with publics. If a firm has learned a quality image, this is not easily or imitated by competitors. Such an image may enable a firm to higher prices, to win the best distributors and dealers, to attract the best employees, to expect the most creditor relationships and lowest borrowing costs. 练习： | 
