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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  61
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 Juli Roebeck, the name change of Beaver College______.
选项 A、turns out to be very successful
B、fails to attain its goal
C、has eliminated some jokes
D、has transformed its status
答案A
解析 根据题干中的Juli Roebeck，Beaver College将本题出处定位于最后一段。该段主要与比弗大学改名有关。该段第1句首先指出了比弗大学改名的几个原因，第2、3句对改名进行了评价。其中第3句中，朱莉·罗柏克指出，在比弗大学改名为阿卡迪亚大学之后，applications增多了，学生的平均test score(考试成绩)提高了60分，由此可知，朱莉·罗柏克认为比弗大学改名是成功的，故答案为A)。
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