Public image refers to how a company is viewed by its customers, suppliers, and stockholders, by the financial community, by the communities 1 it operates, and by federal and local governments. Public image is controllable 2 considerable extent, just as the product, price, place, and promotional efforts are.

  A firm's public image plays a vital role in the 3 of the firm and its products to employees, customers, and to such outsiders 4 stockholders, suppliers, creditors, government officials, as well as 5 special groups. With some things it is impossible to 6 all the diverse publics: for example, a new highly automated plant may meet the approval of creditors and stockholders, 7 it will undoubtedly find 8 from employees who see their jobs 9 .On the other hand, high quality products and service standards should bring almost complete approval, 10 low quality products and 11 claims would be widely looked down upon.

  A firm's public image, if it is good, should be treasured and protected. It is a valuable 12 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 13 or imitated by competitors. Such an image may enable a firm to 14 higher prices, to win the best distributors and dealers, to attract the best employees, to expect the most 15 creditor relationships and lowest borrowing costs. It should also allow the firm's stock to command higher price-earnings 16 than other firms in the same industry with such a good reputation and public image.

  A number of factors affect the public image of a corporation. 17 include physical 18 , contacts of outsiders 19 company employees, product quality and dependability, prices 20 to competitors, customer service, the kind of advertising and the media and programs used, and the use of public relations and publicity.

  1. A) which B) what C) where D) whom
  2. A) in B) within C) on D) to
  3. A) attraction B) attachment C) affection D) generalization
  4. A) and B) with C) as D) for
  5. A) converse B) diverse C) reverse D) universe
  6. A) satisfy B) treat C) amuse D) entertain
  7. A) so B) then C) thus D) but
  8. A) support B) identification C) compliment D) resistance
  9. A) ensured B) promoted C) threatened D) unemployed
  10. A) because B) while C) though D) when
  11. A) false B) fake C) artificial D) counterfeit
  12. A) fortune B) asset C) possession D) property
  13. A) countered B) defeated C) repelled D) compelled
  14. A) pay B) get C) order D) charge
  15. A) favorite B) prosperous C) favorable D) prospective
  16. A) rate B) ratio C) ration D) interest
  17. A) These B) They C) That D) It
  18. A) appliances B) equipment C) devices D) facilities
  19. A) on B) with C) in D) along
  20. A) relative B) related C) reliable D) reconcilable


  When women do become managers, do they bring a different style and different skills to the job? Are they better, or worse, managers than men? Are women more highly motivated and __1__ than male managers?

  Some research __2__ the idea that women bring different attitudes and skills to management jobs, such as greater __3__, an emphasis on affiliation and attachment, and a __4__ to bring emotional factors to bear __5__ making workplace decisions. These differences are __6_ to carry advantages for companies, __7__ they expand the range of techniques that can be used to __8__ the company manage its workforce __9__.

  A study commissioned by the International Women's Forum __10__ a management style used by some women managers (and also by some men) that __11__ from the command-and-control style __12__ used by male managers. Using this "interactive leadership" approach, "women __13__ participation, share power and information, __14__ other people's self-worth, and get others excited about their work. All these __15__ reflect their belief that allowing __16__ to contribute and to feel __17__ and important is a win-win __18__-good for the employees and the organization." The study's director __19__ that "interactive leadership may emerge __20__ the management style of choice for many organizations."

  1. A) confronted B) commanded C) confined D) committed
  2. A) supports B) argues C) opposes D) despises
  3. A) combination B) cooperativeness C) coherence D) correlation
  4. A) willingness B) loyalty C) sensitivity D) virtue
  5. A) by B) in C) at D) with
  6. A) disclosed B) watched C) revised D) seen
  7. A) therefore B) whereas C) because D) nonetheless
  8. A) help B) enable C) support D) direct
  9. A) evidently B) precisely C) aggressively D) effectively
  10. A) developed B) invented C) discovered D) located
  11. A) derives B) differs C) descends D) detaches
  12. A) inherently B) traditionally C) conditionally D) occasionally
  13. A) encourage B) dismiss C) disapprove D) engage
  14. A) enhance B) enlarge C) ignore D) degrade
  15. A) themes B) subjects C) researches D) things
  16. A) managers B) women C) employees D) males
  17. A) faithful B) powerful C) skillful D) thoughtful
  18. A) situation B) status C) circumstance D) position
  19. A) predicted B) proclaimed C) defied D) diagnosed
  20. A) into B) from C) as D) for


  The mass media is a big part of our culture, yet it can also be a helper, adviser and teacher to our young generation. The mass media affects the lives of our young by acting as a(an) 1 for a number of institutions and social contacts. In this way, it 2 a variety of functions in human life.

  The time spent in front of the television screen is usually at the 3 of leisure: there is less time for games, amusement and rest. 4 by what is happening on the screen, children not only imitate what they see but directly 5 themselves with different characters. Americans have been concerned about the 6 of violence in the media and its 7 harm to children and adolescents for at least forty years. During this period, new media 8 , such as video games, cable television, music videos, and the Internet. As they continue to gain popularity, these media, 9 television, 10 public concern and research attention.
  Another large societal concern on our young generation 11 by the media, is body image. 12 forces can influence body image positively or negatively. 13 one, societal and cultural norms and mass media marketing 14 our concepts of beauty. In the mass media, the images of 15 beauty fill magazines and newspapers, 16 from our televisions and entertain us 17 the movies. Even in advertising, the mass media 18 on accepted cultural values of thinness and fitness for commercial gain. Young adults are presented with a 19 defined standard of attractiveness, a(n) 20 that carries unrealistic physical expectations.

  1.[A]alternative [B]preference[C]substitute [D]representative
  2.[A]accomplishes[B]fulfills [C]provides [D]suffices
  3.[A]risk [B]mercy [C]height [D]expense
  4.[A]Absorbed [B]Attracted [C]Aroused [D]Addicted
  5.[A]identify [B]recognize [C]unify [D]equate
  6.[A]abundance [B]incidence [C]prevalence[D]recurrence
  7.[A]disposed [B]hidden [C]implicit [D]potential
  8.[A]merged [B]emerged [C]immerged [D]submerged
  9.[A]apart from [B]much as [C]but for [D]along with
  10.[A]promote [B]propel [C]prompt [D]prosper
  11.[A]inspired [B]imposed [C]delivered [D]contributed
  12.[A]External [B]Exterior [C]Explicit [D]Exposed
  13.[A]As [B]At [C]For [D]In
  14.[A]mark [B]effect [C]impact [D]shock
  16.[A]boom [B]bottom [C]brim [D]beam
  17.[A]over [B]with [C]on [D]at
  18.[A]play [B]take [C]profit [D]resort
  19.[A]barely [B]carefully [C]narrowly [D]subjectively
  20.[A]ideal [B]image [C]stereotype [D]criterion


  If you were to begin a new job tomorrow, you would bring with you some basic strengths and weaknesses. Success or 1 in your work would depend, to 2 great extent, 3 your ability to use your strengths and weaknesses to the best advantage. 4 the utmost importance is your attitude. A person 5 begins a job convinced that he isn't going to like it or is 6 that he is going to ail is exhibiting a weakness which can only hinder his success. On the other hand, a person who is secure 7 his belief that he is probably as capable 8 doing the work as anyone else and who is willing to make a cheerful attempt 9 it possesses a certain strength of purpose. The chances are that he will do well。 10 the prerequisite skills for a particular job is strength. Lacking those skills is obviously a weakness. A bookkeeper who can't add or a carpenter who can't cut a straight line with a saw 11 hopeless cases. This book has been designed to help you capitalize 12 the strength and overcome the 13 that you bring to the job of learning. But in groups to measure your development, you must first 14 stock of somewhere you stand now. 15 we get further along in the book, we'll be 16 in some detail with specific processes for developing and strengthening 17 skills. However, 18 begin with, you should pause 19 examine your present strengths and weaknesses in three areas that are critical to your success or failure in school: your 20 , your reading and communication skills, and your study habits.

  1.A.improvement B.victory C.failure D.achievement
  2.A.a B.the C.some D.certain
  3.A.in B.on C.of D.to
  4.A.Out of B.Of C.To D.Into
  5.A.who B.what C.that D.which
  6.A.ensure B.certain C.sure D.surely
  7.A.onto B.on C.off D.in
  8.A.to B.at C.of D.for
  9.A.near B.on C.by D.at
  10.A.Have B.Had C.Having D.Had been
  11.A.being B.been C.are D.is
  12.A.except B.but C.for D.on
  13.A.idea B.weakness C.strength D.advantage
  14.A.make B.take C.do D.give
  15.A.as B.till C.over D.out
  16.A.deal B.dealt C.be dealt D.dealing
  17.A.learnt B.learned C.learning D.learn
  18.A.around B.to C.from D.beside
  19.A.to B.onto C.into D.with
  20.A.intelligence B.work C.attitude D.weakness

  Most people would be (1) by the high quality of medicine available (2) to most Americans. There is a lot of specialization, a great deal of (3) to the individual, a (4) amount of advanced technical equipment, and (5) effort not to make mistakes because of the financial risk which doctors and hospitals must (2) in the courts if they (7) things badly.
  But the Americans are in a mess. The problem is the way in (8) health care is organized and (9). (10) to public belief it is not just a free competition system. To the private system has been joined a large public system, because private care was simply not (11) the less fortunate and the elderly.

  But even with this huge public part of the system, (12) this year will eat up 84.5 billion dollars——more than 10 per cent of the U.S. Budget—large numbers of Americans are left (13). These include about half the 11 million unemployed and those who fail to meet the strict limits (14) income fixed by a government trying to make savings where in can.
  The basic problem, however, is that there is no central control (15) the health system. There is no (16) to what doctors and hospitals charge for their services, other than what the public is able to pay. The number of doctors has shot up and prices have climbed. When faced with toothache, a sick child, or a heart attack, all the unfortunate person concerned can do is (17) up.

  Twothirds of the population (18) covered by medical insurance. Doctors charge as much as they want (19) that the insurance company will pay the bill.

  The rising cost of medicine in the U.S.A. is among the most worrying problems facing the country. In 1981 the country’s health bill climbed 15.9 per cent——about twice as fast as prices (20) general.

  1. [A] compressed [B] impressed [C] obsessed [D]. repressed
  2. [A] available [B] attainable [C] achievable [D]. amenable
  3. [A] extension [B] retention [C] attention [D]. exertion
  4. [A] countless [B] titanic [C] broad [D] vast
  5. [A] intensive [B] absorbed [C] intense [D] concentrated
  6. [A] run into [B] come into [C] face [D] defy
  7. [A] treat [B] deal [C] maneuver [D] handle
  8. [A] which [B] that [C] what [D] when
  9. [A] to finance [B] financed [C] the finance [D] to be financed
  10. [A] Contrary [B] Opposed [C] Averse [D] Objected
  11. [A] looking for[B] looking into [C] looking after [D] looking over
  12. [A] which [B] what [C] that [D] it
  13. [A] over [B] out [C] off [D] away
  14. [A] for [B] in [C] with [D] on
  15. [A] over [B] on [C] under [D] behind
  16. [A] boundary [B] restriction [C] confinement [D] limit
  17. [A] to pay [B] paying [C] pay [D] to have paid
  18. [A] is being [B] are [C] have been [D] is
  19. [A] knowing [B] to know [C] they know [D] known
  20. [A] in [B] with [C] on [D] for
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