Passage Five

　　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 (標 識), 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 "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 students' test score has increased by 60 points, Juli Roebeck, an Arcadia spokeswoman said.

　　55. 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.

　　56. 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.

　　57.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

　　58 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

　　59.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

　　60.What is the attitude of the author toward name change?

　　A neutral B indifferent

　　C suspicious D objective

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