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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  93
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.
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 本题关键词是the most significant changes和past decade，问题是：高等教育在过去十年里最显著的变化是什么。可以定位到第二段第二、三句。根据第二段第二句，过去10年里发生了翻天覆地的变化(sea change)，不难发现，题干中的the most significant changes就是原文sea change的同义替换。下一句讲的就是发生了什么变化。第二段第三句讲到在过去的高等教育中，市场营销(Marketing)几乎是一个肮脏的字眼(a dirty word)。由此可知，现在市场营销在高等教育中已经不是一个负面词汇了，因此选项C与原文一致，为正确选项。根据第二段第一句话，在高等教育中听到的都是品牌，但没有体现出其在十年间的变化，因此选项A属于曲解文意。尽管很多大学的确更名了，但这种客观现象背后反映出学校意识形态的变化，这才是十年间的高等教育中的最大变化，所以选项B属于就事论事。专业在文中第三段第二句话提到了，讲的是新学院(the New School)更名的例子，但这只是个例，因此不能算是高等教育十年间的重大变化，所以选项D属于以偏概全。第二段：塑造品牌在高等教育中日益重要。
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