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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

admin2022-07-29  80
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 Westerback, 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, 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 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 本题关键词是colleges和change their names，问的是不属于大学更名原因的选项。注意本题属于是非判断题，但应选内容表述与原文不符的选项作为正确选项，定位第一段。第一段第一句讲到在竞争激烈的高等教育界，校名的地位越来越重要。由此判断文章随后就要讲具体如何重要。第二句讲到了三点，分别是：各个大学努力争取市场份额(strive for market share)；能够反映他们希望塑造的形象(project the image they want)；能够反映他们希望做出的改变(reflect the changes they hope to make)。这三点分别对应选项B、C、D，因此用排除法可知选A。高等教育竞争激烈，这是一个客观的背景，不是高校喜欢竞争，因此选项A属于曲解文意，为正确选项。第一段：在竞争激烈的高等教育界，校名的地位越来越重要。
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