- 阅读理解A
题干：Nameshavegainedincreasingimportanceinthecompetitiveworldofhighereducation.Ascollegesstriveformarketshare,theyarelookingfornamesthatprojecttheimagetheywantorreflectthechangestheyhopetomake.TrentonStateCollege,forexample,becametheCollegeofNewJerseynineyearsagowhenitbeganraisingadmissionsstandardsandappealingtostudentsfromthroughoutthestate.“AllIhearinhighereducationis,brand，brand,brand，”saidTimWesterbeck,whospecializesinbrandingandismanagingdirectorofLipmanHearne,amarketingfirmbasedinChicagothatworkswithuniversitiesandothernonprofitorganizations.“Therehasbeenaseachangeoverthelast10years.Marketingusedtobealmostadirtywordinhighereducation.”Notalleffortsatnamechangesaresuccessful,ofcourse.In1997,theNewSchoolforSocialResearchbecameNewSchoolUniversitytoreflectitsgrowthintoacollectionofeightcolleges,offeringalistofmajorsthatincludespsychology，music，urbanstudiesandmanagement.ButNewYorkerscontinuedtocallittheNewSchool.Now，afterspendinganundisclosedsumonanonlinesurveyandamarketingconsultant’screationof“namingstructures”“brandarchitecture”and“identitysystems,”theuniversityhascomeupwithanewname：theNewSchool.BeginningMonday,itwilladoptnewlogos(标识）,banners,businesscardsandevennewnamesfortheindividualcolleges,alltoincludethewords”theNewSchool.”Changesinnamesgenerallyrevealsignificantshiftsinhowacollegewantstobeperceived.InalteringitsnamefromCalState,Hayward,toCalState，EastBay，theuniversityhopedtoprojectitsexpandingroleintwomostlysuburbancountrieseastofSanFrancisco.TheUniversityofSouthernColorado,astateinstitution,becameColoradoStateUniversityatPueblotwoyearsago,hopingtohighlightmanyinternalchanges,includingofferingmoregraduateprogramsandsettinghigheradmissionsstandards.BeaverCollegeturneditselfintoArcadiaUniversityin2001forseveralreasons：tobreaktheconnectionwithitspastasawomen'scollege,topromoteitsgrowthintoafull-fledged(完全成熟的)universityandofficialsacknowledged，toeliminatesomejokesaboutthecollege’soldnameonlate-nighttelevisionand”morningzoo”radioshows.Manycollegeofficialssaidchanginganameandimagecouldproducesubstantialresults.AtArcadia,inadditiontotheriseinapplications，theaveragestudent’stestscorehasincreasedby60points,JuliRoebeck,anArcadiaspokeswoman,said.
题目：It is implied that one of the most significant changes in higher education in the past decadeis_____. - A 、the brand
- B 、the college names
- C 、the concept of marketing
- D 、list of majors
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参考答案【正确答案：C】
推理题。根据题干中的信号词one of the most significant changes和in the past decade定位到第二段倒数第二句：There has been a sea change over the last 10 years。文章下一句对 a seachange 进行解释说明：Marketing used to be almost a dirty word in higher education。根据 usedto可以推断，a sea change就是marketing在高等教育领域里的地位变化。因此, C选项为正确答案。
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