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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  117
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.
According to the spokeswoman, the name change of Beaver College________.
选项 A、turns out very successful
B、fails to attain its goal
C、has eliminated some jokes
D、has transformed its status
答案A
解析 本题关键词是Beaver College和spokeswoman，问的是海狸学院更名效果如何。可以定位第八段。第八段第二句话讲到阿卡迪亚大学更名后，不仅申请就读阿卡迪亚大学的人数有所增加 (rise in applications)，学生测试的平均成绩也提高了60分(has increased by 60 points)。由此可知阿卡迪亚大学更名非常成功，取得了显著的效果，因此选项A是原文的全面概括，为正确选项。同理可见，选项B正反混淆。选项C的“消除笑话(eliminate some jokes)”的确在第七段提及，但本题题干问的是发言人(spokeswoman)的观点，因此选项C属于答非所问。该校更名取得了实质性结果，但学校地位(status)是否得以改变，文中没有具体信息，不能主观臆断，因此选项D属于主观推导。第七段：海狸学院更名的原因。第八段：校名和形象的改变可以产生实质性的效果。
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