“Imageiseverything.”Anentireindustryhasbeenbuiltupontheassumptionthatimageiseverything,butwhenitcomesdowntoit,anappealingimageisnotenough.Ifthereisnosubstance(事实)behindtheimage,theproduct,serviceorpersonwillfaileventually. Firstofall,oneshouldconsiderhowimportantimageisinthesellingofproductsandservices.Advertisingagencieshaveraisedtheartofcreatinganimagetoastateofnearperfection.Publicconceptofthatproductorserviceiscertainlymanagedbytheimagescreatedbytheadvertisingagencies.Butiftheproductorservicedoesnotliveuptotheimagethatwascreated,thecustomerwillbeverydissatisfiedandpossiblyaskfortheirmoneyback.Forexample,theArthurAndersenaccountingfirmhadspentdecadesbuildingupanimageoftrustworthiness.Buttherecentscandal(丑闻)showedthatbehindthatimage,itcheatedinbusinesspractices.Despitethepreviouspositiveimage,thefirmisbeingaccusedofcriminalactionsanditwillprobablynotsurviveasabusinessunit.Althoughtheimagehadbeennearlyperfect,therealitybehindtheimagehasledtothedownfalloftheworldfamousaccountingfirm. Similarly,personaladviserscanbuildupapublicimageforpoliticiansandmoviestars.Puttingoutpositivenewsreleases,makingsurethatonlythebestphotographsarepublished,andensuringthatthepersonisseeninalltherightplacescanbuildupaverypositiveimageintheviewofthegeneralcommons.Butonceagain,historyisfilledwithexamplesofbothpoliticiansandmoviestarsthatfellfromgracelikethestoryoftheHollywoodactorgivingintothepressuresoffameandfortune.Withpeople,justaswithproductsandservices,imageiscertainlyimportant,butwithoutpositivesubstancebehindtheimage,failureisclose. Tosummarize,itisclearthatanappealingimageisextremelyimportanttosuccess,whetherthatimageisrelatedtosellingaproductorserviceortothe“selling”ofaperson.Butimageisonlyhalfoftheequation.Whatliesbehindthatimageiseverybitasimportantastheimageitself——thepersonorproductmustdeliveronthatimageorthereislittlechanceforlong-termsuccess. 小题1:ThedownfalloftheArthurAndersenaccountingfirmisdueto________. |
A.itsdishone
苏曼回答:
小题1:A小题2:B小题3:A小题4:D
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