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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

admin2011-02-12  92
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.
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 teaching programs.
D、expects to enlarge its campus.
答案B
解析 本题为观点态度题，希望扩大自己的影响。参见文章第5段，其大意是：校名的更改一般来说反映出意义深远的转变，表明大学多么想得到社会的理解。加利福尼亚州立大学海沃德分校改名为加利福尼亚立大学东海湾州分校就是一个很好的说明：学校希望通过更名来突出自身在旧金山以东两个最郊远县份中所扮演的日益重要的角色，故正确答案为B。
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