Names have gained increasing importance in the competitive world of higher education.As colleges strive for market share，they are looking for names that proj ect 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 l 0 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 maj ors that includes psychology，music，urban studies and management.But New Yorkers continued to call it the New Sch001.

　　Now，after spending arl 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 Sch001.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 Sch001.’’

　　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 200 1 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，arl Arcadia spokeswoman said.

　　49.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 proj ect their image

　　D .They hope to make some changes

　　50.It is implied that one ofthe 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 ofmajors.

　　5 1.What happened to New School for Social Research?

　　A.It is renamed by New Yorkers

　　B.It Offers a list ofbooks

　　C.It contains management and MBA course

　　D.Its new name is not Successful

　　52.The phrase”come up with”(Line 3 Para 4)probably means

　　A.catchupwith

　　B.dealwith

　　C.putforward

　　D.come to the realization

　　53 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

　　54.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 trlsformed its status