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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

admin2014-02-25  58
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 specialises in branding and is managing director of Lipman Hearne, a marketing firm based in Chicago that works with universities and other nonprofit organisations. "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 countries east of San Francisco.
    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 resuits. 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 Tim Westerbeck, colleges or universities changing their names to compete for market share______.
选项 A、is inadvisable
B、is actually a marketing strategy
C、reflects they don’t pay much attention to their inner quality
D、has positive influence on the development of higher education
答案B
解析 根据题干中的Tim Westerbeck斗钵题出处定位于第2段。该段最后一句中蒂姆·韦斯特贝克指出，Marketing used to be almost a dirty word…(营销在高等教育领域中几乎是一个肮脏的字眼)，由其中的used to可知，marketing以前是a dirty word，但现在却不是如此。再结合上文内容可推断，marketing在本文中指的应是大学通过改名字达到争取market share(市场份额)等一系列目的，也就是说大学改名是一种marketing strategy
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