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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

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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 Westerbeck, 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(标识), 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 countries 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(完全成熟的)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 indicates that the university______.
选项 A、is perceived by the society
B、hopes to expand its influence
C、prefers to reform its reaching programs
D、expects to enlarge its campus
答案B
解析 本题信息点是the case of name changing from Cal State，Hayward，to Cal State。我们以前做过多道事例分析题，已经熟悉了此类问题的解题思路是在例子之前的一句话找答案。该举例之前的一句话是：Changes in names generally reveal significant shifts in how a college wants to be perceived．其大意为：改名一般都显示一所大学想让社会对其看法有一个巨大的改变。同时结合这所大学改名举例中的一句话：the university hoped to project its expanding role in two mostly suburban counties，我们可以确定该校改名是为了改变社会对其看法，从而扩大影响，所以本题答案为B。
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