2014-12-11 09:47:51 辽宁华图公考问答 http://ln.huatu.com/wenda/ 文章来源：未知
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 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 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 higher 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 mean
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 or Beaver College
A. turns out very successful
B. fails to strain its goal
C. has eliminated some jokes
D. has transformed its status
参考答案
51. 答案 A
本题信息点是the reason for colleges to change their names 要求考生获取大学改名的原因的信息.文章第一段对大学改名的各种原因做了表述，提到的原因有：(1)strive for market share, (2) project the image they want；(3) reflect the changes they hope to make。 得到以上原因的信息后，考友们再把四个选项的信息与文中提到的以上三个信息进行对比就会发现选项A“他们喜欢在高等教育方面竞争”没有出现在第一段表述的原因之中，所以为本题答案。
52.答案 C
本题信息点是the most significant changes in higher education in the past decade。要求考生获取过去十年内高等教育领域发生的最重要的变化的信息。该信息出现在文章第二段的一句话：There has been a sea change over the last 10 years.依据语篇衔接与连贯知识我们推断下句可能就是变化的内容，再看下一句：Marketing used to be almost a dirty word in higher education，used to V. 意为“过去常常”，本句大意为：在过去的高等教育领域里，营销几乎是一个肮脏的字眼。由此可以得出这样的结论，过去高校鄙视营销，现在却倡导营销。所以选项 C.“营销的理念”符合文章内容，为本题答案，
53. 答案 C
该短语出现在第三段第一句话：Now，after spending an undisclosed sum on an online survey and a marketing consultant's creation of “naming structures”, “brand architecture”and “identity system，”the university has come up with a new name：the New School. 本题可以采用逻辑语意猜测法解题。after 引导的时间状语从句大意为： 在花费了数额不菲的资金进行网络调查，聘请营销顾问建立“命名组织”、“品牌机构”以及“识别体系”之后。主旬的主语是the university， 宾语是a new name，由此可以推断出come up With 为“提出”之意，所以选顶 C 为本题答案。
54. 答案 B。
本题信息点是the case of name changing from Cal State，Hayward，to Cal State。我们以前做过多道事例分析题，已经熟悉了此类问题的解题思路是在例子之前的一句话找答案。该举例之前的一句话是：Changes in names generally reveal significant shifts in how a college wants to be perceived. 其大意为：改名一般都显示一所大学想让社会对其看法有一个巨大的改变。同时结合这所大学改名举例中的一句话：the university hoped to project its expanding role in two mostly suburban counties，我们可以确定该校改名是为了改变社会对其看法，从而扩大影响，所以本题答案为B。
55. 答案 A。
本题信息点是the name change of Beaver college，要求考生获取文中提到的the spokeswoman 在关于Beaver college 改名一事讲话中涉及改名结果的信息。该信息出现在文章最后一段第二句话：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. 本句引用了the spokeswoman对改名一事的评论：申请人数增加，学生平均测试分数上升。由此可见，这位spokeswoman 认为这所大学改名取得了很好的效果。选项A 符合文章内容，为本题答案。
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