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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  67
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 case of name changing from Cal State, Hayward, to Cal State, East Bay, indicates that the university________.
选项 A、is perceived by the society
B、hopes to expand its influence
C、prefers to reform its teaching programs
D、expects to enlarge its campus
答案B
解析 第三段：并非所有大学更名的努力都是成功的。第四段：纽约社会研究新学院采用了“新学院”这个名字。本题关键词是Cal State，Hayward和Cal State，East Bay，问题是：加州州立大学海沃德分校更名为加州州立大学东海湾分校表明该大学如何?定位第五段。根据第五段第二句，该学校更名是希望在旧金山以东的两个郊县扩大自身影响力 (project its expanding role)，选项B的“hopes to expand its influence”与原文project its expanding role属于相同含义，为正确选项。根据第五段第一句，更名通常反映出大学希望人们对自己的看法 (wants to be perceived)发生重大变化，但这句话并不表示该大学已被社会认知(is perceived)，这是两个概念，因此选项A属于偷换概念。选项C中提到的“改革教学计划(reform its teaching programs)”，是第六段南科罗拉多大学内部发生的调整，因此选项C属于答非所问。根据第五段可知加州州立大学更名是希望在旧金山以东的两个郊县扩大自身影响力，而不是要扩校园，所以选项D属于无中生有。第五段：更名通常反映出大学希望人们对自己的看法发生重大变化。第六段：南科罗拉多大学更名的原因。
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