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
考研
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
2011-02-12
145
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.
It is implied that one of the most significant changes in higher education in the past decade is
选项
A、the brand.
B、the college names.
C、the concept of marketing.
D、list of majors.
答案
C
解析
本题为推论题,营销的概念。参见文章第2段,其大意是:“在高校我就听到一个字眼:牌子,除了牌子,还是牌子”,Tim Westerbeck说。Westerbeck专门研究商标品牌,是Lipman Hearne公司的总经理。他的营销公司立足于芝加哥,与各大学和其他非营利的组织共事。“过去10年期间已发生了翻天覆地的变化。在过去的高校,营销几乎是一个肮脏的字眼。”由此可推断正确答案为C。
转载请注明原文地址:https://kaotiyun.com/show/ite4777K
0
考研英语二
相关试题推荐
Thebesttitleforthispassagewouldbe______.Accordingtotheauthor,whichofthefollowingisNOTnecessarilythecase?
Tensofthousandsof18-year-oldswillgraduatethisyearandbehandedmeaninglessdiplomas.Thesediplomaswon’tlookanydiff
TheUnitedStateshashistoricallyhadhigherratesofmarriagethanthoseofotherindustrializedcountries.Thecurrentannual
Wearelivinginoneofthoseperiodsinhumanhistorywhicharemarkedbyrevolutionarychangesinallofman’sideasandvalue
Wearelivinginoneofthoseperiodsinhumanhistorywhicharemarkedbyrevolutionarychangesinallofman’sideasandvalue
"Universalhistory,thehistoryofwhatmanhasaccomplishedinthisworld,isatbottomtheHistoryoftheGreatMenwhohavew
Tensofthousandsof18-year-oldswillgraduatethisyearandbehandedmeaninglessdiplomas.Thesediplomaswon’tlookanydiff
YawningcanbeaproblemattheofficeforLindsayEierman,whichmakesherembarrassed."I’veexplained,’I’msorry,Ididn’tg
SupposeyouareapplyingforagraduatepositioninHarvardUniversityandyouarerequiredtosubmitarecommendationletter,w
Supposeyouaregoingtoattenduniversitygraduatesecond-roundexam,andyouwanttogetsomeadvice.Writeanemailtoaseni
随机试题
组织等节奏流水施工的前提条件是()。
高速机械试运转时,如从低速到高速无异常现象,可直接进行满负荷试运转。( )
Thefamilylookedonhelplesslyastheirhouse______.
国家卫生健康委员会医政医管局有关负责人表示,2017年我国门诊抗菌药物使用率下降到7.7%,住院患者抗菌药物使用率下降到36.8%。我国细菌耐药趋势总体平稳,临床合理用药水平不断提升。卫生健康部门还将推动建立儿童医院门急诊和住院抗菌药物使用监控制度,加强
下列阐述城市生态系统的人为性有误的是()。
电算化会计数据处理包括四个基本环节,其中()是中心环节。
卖方承担责任最大的是()。
群体极化指的是群体成员中存在的某一种倾向性,通过群体相互影响而使结果得到加强并趋于极端化,从而偏离某种合理性的现象。群体极化通常存在两种情形,一种是使结果变得更为冒险甚至激进,称为冒险偏移;一种是使结果变得更加保守,称为谨慎偏移。根据上述定义,下列哪项中的
()是构建社会主义和谐社会的最根本保证。
"Everythinghappensforthebest",mymothersaid(31)Ifaceddisappointment."Ifyoucarryon,onedaysomethinggoodwill(32
最新回复
(
0
)