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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

admin2011-02-12  99
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.
According to the spokeswoman, the name change of Beaver College
选项 A、turns out very successful.
B、fails to attain its goal.
C、has eliminated some jokes.
D、has transformed its status.
答案A
解析 本题为推论题，结果很成功。参见文章第7、8段，其大意是：“比福学院”由于种种原因于2001年更名为“阿卡迪亚大学”。这些原因包括：切断学校与过去的联系(“比福学院”的前身是一所女子学院)，将自身提升为一所设备完善的综合性大学。而且校方承认，要在学校晚间电视和“早晨动物园”无线电节目中删除关于学院旧名的笑话。大学的很多官员说，更改校名和形象可能会生产切实的结果。阿卡迪亚大学女发言人Juli Roebeck说，除了申请就读阿卡迪亚大学的人数增加之外，学生的学术智能测验(SAT)平均得分已提高了60点。通过这位女发言人的话可推断，比福学院的更名很成功，所以正确答案为A。
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