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发表于 2018-12-8 15:45:52
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Questions 51 to 55 are based on the following passage:
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 “haming structures”, “brand architecture” and “identity
systems,” the university has come up with a new name: the New School. Beginning
Monday, it will adopt new logon (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 countries east of San Francisco.
The University of Southern Colorado, a state institution, became Colorado
State University at Pucblo 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
“moring 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.
51. which of the following is NOT the reason for colleges to change their
names?
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.
52. It is implied that one of the most significant changes in highter
education in the past decade is
A. the brand.
B. the college names
C. the concept of marketing
D. list of majors.
53. The phrase "come up with"(Line 3 Para 4)probably means
A. catch up with
B. deal with
C. put forward
D. come to the realization
54. The case of name changing from Cal State Hayward to Cal State indicates
that the university
A. is perceived by the society
B. hopes to expand its influence
C. prefers to reform its reaching programs
D. expects to enlarge its campus
55. According to the spokeswoman the name change of Beaver College
A. turns out very successful
B. fails to attain its goal
C. has eliminated some jokes
D. has transformed its status
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