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  3. Names have gained increasing importance in the competitive world of higher education. As colleges strive for market share, they

Names have gained increasing importance in the competitive world of higher education. As colleges strive for market share, they

admin2022-07-29  95
问题     Names have gained increasing importance in the competitive world of higher education. As colleges strive for market share, they are looking for names that project the image they want or reflect the changes they hope to make. Trenton State College, for example, became the College of New Jersey nine years ago when it began raising admissions standards and appealing to students from throughout the state.
    "All I hear in higher education is, ’Brand, brand, brand’," said Tim Westerback, who specializes in branding and is managing director of Lipman Hearne, a marketing firm based in Chicago that works with universities and other nonprofit organizations. "There has been a sea change over the last 10 years. Marketing used to be almost a dirty word in higher education."
    Not all efforts at name changes are successful, of course. In 1997, the New School for Social Research became New School University to reflect its growth into a collection of eight colleges, offering a list of majors that includes psychology, music, urban studies and management. But New Yorkers continued to call it the New School.
    Now, after spending an undisclosed sum on an online survey and a marketing consultant’s creation of "naming structures", "brand architecture", and "identity systems", the university has come up with a new name: the New School. Beginning Monday, it will adopt new logos, banners, business cards and even new names for the individual colleges, all to include the words "the New School".
    Changes in names generally reveal significant shifts in how a college wants to be perceived. In altering its name from Cal State, Hayward, to Cal State, East Bay, the university hoped to project its expanding role in two mostly suburban counties east of San Francisco.
    The University of Southern Colorado, a state institution, became Colorado State University at Pueblo two years ago, hoping to highlight many internal changes, including offering more graduate programs and setting higher admissions standards.
    Beaver College turned itself into Arcadia University in 2001 for several reasons: to break the connection with its past as a women’s college, to promote its growth into a full-fledged university and, officials acknowledged, to eliminate some jokes about the college’s old name on late-night television and "morning zoo" radio shows.
    Many college officials said changing a name and image could produce substantial results. At Arcadia, in addition to the rise in applications, the average student’s test score has increased by 60 points, Juli Roebeck, an Arcadia spokeswoman, said.
The phrase "come up with" (Line 4, Para 4) probably means________.
选项 A、catch up with
B、deal with
C、put forward
D、come to the realization
答案C
解析 本题关键词为come up with，属于词义题，可以定位到第四段第一句话。阅读后发现，第四段是第三段的进一步阐述，为了更全面地理解该短语的意思，还要结合第三段。第三段第二句话讲到纽约社会研究新学院更名为新学院大学(New School University)，第三句话讲到但纽约人还是继续称它为新学院(the New School)。因此该校改名并不成功。再看第四段第一句话，该大学做了在线调查等一系列举措，最终取了一个新名字——新学院(the New School)，用代入法可知应该是最终推出、提出了这个新名字。选项C意为“提出”，符合原文语境，为正确选项。选项A意为“赶上”，选项B意为“处理”，选项D意为“实现”，均不符合上下文逻辑。
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