Public relations is a broad set of planned communications about the company, including publicity releases, designed to promote goodwill and a favorable image.
Publicity then is part of public relations when it is initiated by the firm, __(1)__. Since public relations involves communications with stockholders, financial analysts, government officials, and other noncustomer groups, it is usually placed outside the marketing department, perhaps as a staff department or outside consulting firm reporting to top management. This organizational placement can be a limitation because the public relations department or consultant will likely not be in tune with marketing efforts. Poor communication and no coordination may be the consequences. __(2)__, this influence generally may be less than that provided by the other components of the public image mix.
Publicity may be in the form of news releases ___(3)___. Publicity on the other hand should not be divorced from the marketing department, as it can provide a useful adjunct to the regular advertising. Furthermore, __(4)__; some can result from an unfavorable press as a reaction to certain actions or lack of actions that are controversial or even downright ill-advised.
The point we wish to emphasize is that a firm is deluding itself if it thinks its public relations function, whether within the company or an outside firm, can take care of public image problems and opportunities. Many factors impact on the public image. Many of these have to do with the way the firm does business, __ (5)__. Public relations and directed publicity may help highlight favorable newsworthy events, and may even succeed in toning down the worst of unfavorable publicity, but the other components of the public image mix create more lasting impressions.
EXERCISE;
A) that have favorable overtones for the company initiated by the public relations department
B) not all publicity is initiated by the firm
C) usually in the form of press releases or press conferences
D) such as its product quality, the servicing and handling of complaints, and the tenor of the advertising
E) what it means to the company is
F) Although the basic purpose of public relations is to provide positive influence on the public image
KEY: C F A B D
Gross National Product (GNP)
GNP is measure most often used to determine how well the economy is faring; government and business alike ____(1)____. What does GNP include? If the retail prices of all the goods and services produced during the year were added up, the figure arrived at would be the gross national product for that year.
There are three different approaches to determining gross national product. All three will yield the same answer, because each is doing the same thing-measuring the total value of goods and services produced in the nation during the year. The first approach is totaling up the final market price of retail value of all production. This approach is easy to understand because it follows exactly the definition of GNP-the value of the nation's production, or product, _____(2)_____.
It is also possible to look at GNP from the point of view of goods and services bought rather than produced. This method is called the expenditures approach; it involves recording ____(3)____.
About two-thirds of all expenditures in the marketplace are for consumer goods and services and are made by families buying to satisfy their needs. Economists call these household purchases personal consumption expenditures.
The second largest buyer in the marketplace is government. Government at all level's accounts for over one-fifth of total expenditures.
Investment expenditures made by business account for most of the remaining purchases. Under this category are all purchases of capital goods (such as machinery and equipment), all construction (including homes), and the differences between inventories at the beginning of the year and at the end of the year.
The final and smallest item in the expenditure approach is net foreign investment. The total for this category is calculated by adding together all the expenditures ____(4)____ and subtracting from that amount the total of all U.S. purchases made abroad.
The third method of determining GNP is by analyzing income. Because the factors of production are responsible for the making of goods and services, it is possible to determine GNP by adding up all the payments made to those involved in this production. The sum of all wages, salaries, interest, rent, and profits, plus indirect business taxes and capital consumption, must be calculated. The resulting total represents the payment, or income, side of the goods and services produced. This figure is most frequently referred to _____(5)_____. However, the gross national income should equal the gross national product.
练习：
A before anything is subtracted from the total
B as gross national income because it deals with income instead of production
C use it to determine their future policies and plans
D based on foreign investments
E made by foreign countries in the United States
F who is buying the goods and services in the marketplace
Keys: CAFEB