首页
外语
计算机
考研
公务员
职业资格
财经
工程
司法
医学
专升本
自考
实用职业技能
登录
外语
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
admin
2014-02-25
34
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
转载请注明原文地址:https://kaotiyun.com/show/cYS7777K
0
大学英语四级
相关试题推荐
Inthepast,Americanfamiliestendedtohequitelarge.Parentsraisingfiveormorechildrenwerecommon.Overtheyears,the
Throughouthistorythebasicunitofalmosteveryhumansocietyhasbeenthefamily.Membersofafamilylivetogetherunderthe
A、Professorsandresearchers.B、Foreignguestsandstudents.C、Newspeopleandentertainers.D、Professorsandleaders.C文中谈到,“常常
HowtoCuttheNastyCostofDigitalServicesWiththeeconomyinpoorshape,andmanyAmericanspullingbackontheirspend
ItAin’tEasyBeingGreenOverthesummer,IstayedatfourhotelsintheUnitedStates.Theywereallownedbydifferentco
A、Rentwouldbeveryexpensive.B、Publictransportationwouldn’tbeavailable.C、Apartmentstherearetoosmall.D、Apartmentsth
A、Getabiggersize.B、Getatighterone.C、Buyonemoresweater.D、Tryitonimmediately.A男士问女士他的新毛衣怎么样,他买的时候都没时间试穿,女士回答说款式不错,
Onlywhenwehadstudiedthedataagain______(我们才意识到真正的问题是什么).
A、Theycanprepareandservemeals.B、Theyknowhowtotakecareofchildren.C、Theyhavereceivedpropertraining.D、Theyknow
Theconceptofculturehasbeendefinedmanytimes,andalthoughnodefinitionhasachieveduniversalacceptance,mostofthede
随机试题
新文化运动是新民主主义的文化运动。()
下列哪种体位最不易导致半月板损伤?
A.卡介苗B.麻疹疫苗C.乙肝疫苗D.甲肝疫苗E.脊髓灰质炎疫苗初种年龄为1岁以上的疫苗是
前伸咬合时后牙干扰的原因可能为
下列哪项不属医院感染( )。
干扰肿瘤细胞转录过程和阻止RNA合成的抗肿瘤药是()。
关于跑道入口下列说法正确的是()。
根据下列材料回答问题。注:1.农村金融机构包括农村商业银行、农村合作银行、农村信用社和新型农村金融机构。2.其他类金融机构包括政策性银行及国家开发银行、民营银行、外资银行、非银行金融机构、资产管理公司和邮政储蓄银行。3.净资产额等于总资产额减去总负
通知全校教职工:经学院领【155】研究决定,我院将于10月23日(星【156】一)下午5点在学院610多媒体教室召开全院教职工大会,总结上半年的工作开【157】情况,研究部署各项工作任【158】。望全院教职工准时参加。
Itwaseleveno’clockthatnightwhenMr.PontellierreturnedfromKlein’shotel.Hewasinanexcellenthumor,inhighspirits,
最新回复
(
0
)