单选题 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 9 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 (标志), 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) 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.

单选题 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

【正确答案】 A

【答案解析】[解析] 细节题。题干中的colleges和change their names定位在第一段第二句。该句用了三个并列分句来说明大学改名的原因。原文中的strive for对应B选项中的get advantage；原文project the image they want对应C选项中的want to project their image；原文中的reflect the changes they hope to make对应D选项中的hope to make some changes。A选项中的higher education competition定位在第一段第一句，该句指出高等教育的竞争校名非常重要，好像对应A选项，但是这是大学改名的客观原因，而A选项中的prefer主观倾向在原文没有谈及，因此选A。

单选题 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.

【正确答案】 C

【答案解析】[解析] 推理题。题干in the past decade定位在第二段最后一句，对应原文的over the last 10 years。题干考点imply表示该题为推理题。最后一句指出过去10年有巨大变化，过去在高等教育界营销几乎是个污秽的词。反向推理可知在今天，营销不再是这样的词汇了。因此过去10年变化最显著的是营销理念，对应C选项。A选项brand对应第二段第一句，是现在发生的事情，而过去对brand的理解则没有谈及，因此过去10年brand发生什么变化是无法推理出的。B选项的college names和D选项的majors在原文定位处没有对应，属于无中生有。

单选题 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

单选题 The case of name changing from Cal State, Hayward to Cal State, East Bay indicates that the university ______.

A. is perceived by the society
B. hope to expand its influence
C. prefers to reform its teaching programs
D. expects to enlarge its campus

【正确答案】 B

【答案解析】[解析] 例证题。题干中的Cal State，Hayward和Cal State，East Bay定位在第五段第二句，题干的考点是case表示该题为例证题。因此答案指向例子所支持的论点。论点是第五段第一句，该句指出名称变化反映了大学希望被认知的显著变化。A选项似乎对应原文，但是原文的重点是名称变化反映了显著的变化，is perceived做定语修饰shifts。因此A选项是语义理解错误。B选项是对例子中的hope to project its expanding role in...的同义改写，也就是该例子的例证目的。C选项和D选项的内容在原文都没有对应，属于无中生有。

单选题 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

【正确答案】 A

【答案解析】[解析] 推理题。题干中的spokeswoman定位在最后一段第二句而Beaver College定位在倒数第二段。倒数第二段中提到Beaver College改名为Arcadia University，定位在最后一段，结合spokeswoman的定位点，该题应定位在最后一段第二句。该句指出该校申请数量上升，平均测验成绩增加，这些归纳总结后表示该校改名非常成功，对应A选项。B选项内容与原文内容相反。C选项和D选项都定位在倒数第二段，定位错误。