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
外语
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
2014-02-25
30
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.
Why does the author say New School for Social Research is a failure case in changing its name?
选项
A、Its new name does not coincide with what it can offer.
B、People do not accept its new name.
C、Its new name does not attract people’s attention to it.
D、Its new name does not stand for a new image.
答案
B
解析
根据题干中的New School for Social Research将本题出处定位于第3段。文章第3段第1句指出,并不是所有的name changes都是成功的,接着以the New School for SocialResearch改名为New School University失败为例进行说明。通过该段第3句But New Yorkerscontinued to call it the New School可知,the New School for Social Research改名失败表现在它改
转载请注明原文地址:https://jikaoti.com/ti/2pCFFFFM
0
大学英语四级
相关试题推荐
Inthepast,Americanfamiliestendedtohequitelarge.Parentsraisingfiveormorechildrenwerecommon.Overtheyears,the
A、60%ofChinesemen.B、60%of350million.C、97%ofChinesemen.D、97%of350million.A文中提到About60percentofChinesemenan
A、Gototheclass.B、Don’tgototheclass.C、Sheshouldforgetabouttheclass.D、Attendtheclass,butslipfromithalfway.B
A、TheygoandclimbMountTai.B、Theyhavetocatchthetrain.C、Theyshouldnotbelieveweatherforecast.D、Theyhavetosetof
A、Strangersareusuallyoflittlehelp.B、Oneshouldtakecareoftheirbike.C、Newsreportsmakepeoplefamous.D、Anactofkin
CaringforFamily,CaringforYourselfWhetheryouchoosetobeafamilycaregiverorthejobisthrustuponyoubycircumst
A、Hewillworkinhishometown.B、Hehasjustgraduatedfromcollege.C、Heisstudyinginhishometown.D、Heteachesinacolleg
Troubledbythepersistentlypoorgraduationratesofbasketballandfootballplayers,theNationalCollegiateAthleticAssociat
A、Yourfirstjobaftercollegegraduation.B、Yourabilitiesmatchingthenewjob.C、Yourabilitytocatchopportunities.D、Your
A、Becausetheyattackedthebearfirst.B、Becausethebearwashungry.C、Becausethebearwasseparatedbythemfromherchild.
随机试题
A、谈话环境安静B、谈话主题明确C、交谈气氛轻松、自然D、语句表达随意、开放E、交流信息可靠、随机和病人正式交谈的主要特点是
仅对浅表真菌感染有效的药物
A.荆芥防风牛蒡B.荆芥白芷牛蒡C.荆芥薄荷秦艽D.荆芥白芷羌活E.防风薄荷升麻
如下除哪一项外均为喘证的特征
根据《标准施工招标文件》,下列关于缺陷责任期内缺陷责任的表述,正确的是()。
分部分项工程量清单的编制包括6个程序:①确定项目编码;②确定计量单位;③确定项目名称;④计算工程量;⑤确定综合工程内容;⑥完成清单编制。下列编制顺序正确的是( )。
真性幻觉的特点包括()。
如果说“家电下乡”给了家电企业开拓农村消费市场的机遇,那么,“进城”则更能为企业创造更好的销售业绩。因为在城市里,居民更容易接受新的生活和消费方式。假如“家电进城”也得到政府的相关政策支持和补贴的话,企业应当有理由在城镇市场上发掘出新的消费潜力,客观上让城
类风湿关节炎的治疗目的包括
A、Discriminative.B、Condemnatory.C、Unappreciative.D、Appreciative.C
最新回复
(
0
)