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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 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(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.
Which of the following is NOT the reason for colleges to change their names?
选项 A、They prefer higher education competition.
B、They try to gain advantage in market share.
C、They want to project their image.
D、They hope to make some changes.
答案A
解析 本题为细节题，他们喜欢高等教育的竞争。文章第1段谈到，其大意是：名称在竞争激烈的全球高等教育中已越来越重要。随着美国高校想方设法以获取市场份额，各校正在寻求符合自身形象的校名，或通过校名来反映他们希望进行的变革。例如，“特伦顿州立学院”9年前更名为“新泽西学院”，学校从那时起开始提高招生水平，对全州学生都有很大的吸引力。文中并没提到各学院喜欢高等教育的竞争，由此可推断正确答案为A。
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