题目内容：
Questionsarebasedonthefollowingpassage.
Nameshavegainedincreasingimportanceinthecompetitiveworldofhighereducation.
Ascollegesstriveformarketshare,theyarelookingfornamesthatprojecttheimagetheywantorreflectthechangestheyhopetomake.TrentonStateCollege,forexample,becametheCollegeofNewJerseynineyearsagowhenitbeganraisingadmissionsstandardsandappealingtostudentsfromthroughoutthestate.
"AllIhearinhighereducationis,brand,brand,brand,"saidTimWesterbeck,whospecialisesinbrandingandismanagingdirectorofLipmanHeame,amarketingfirmbasedinChicagothatworkswithuniversitiesandothernonprofitorganisations."Therehasbeenaseachangeoverthelast10years.Marketingusedtobealmostadirtywordinhighereducation."
Notalleffortsatnamechangesaresuccessful,ofcourse.In1997,theNewSchoolforSocialResearchbecameNewSchoolUniversitytoreflectitsgrowthintoacollectionofeightcolleges,offeringalistofmajorsthatincludespsychology,music,urbanstudiesandmanage-ment.ButNewYorkerscontinuedtocallittheNewSchool.Now,afterspendinganundis-closedsumonanonlinesurveyandamarketingconsultant'screationof"namingstructures","brandarchitecture"and"identitysystems",theuniversityhascomeupwithanewname:theNewSchool.BeginningMonday,itwilladoptnewlogos,banners,businesscardsandevennewnamesfortheindividualcolleges,alltoincludethewords"theNewSchool".
Changesinnamesgenerallyrevealsignificantshiftsinhowacollegewantstobeperceived.InalteringitsnamefromCalState,Hayward,toCalState,EastBay,theuniversityhopedtoprojectitsexpandingroleintwomostlysuburbancountrieseastofSanFrancisco.
BeaverCollegeturneditselfintoArcadiaUniversityin2001forseveralreasons:tobreaktheconnectionwithitspastasawomen'scollege,topromoteitsgrowthintoafull-fledged(完全成熟的)university.andofficialsacknowledged,toeliminatesomejokesaboutthecollege'soldnameonlate-nighttelevisionand"morningzoo"radioshows.
Manycollegeofficialssaidchanginganameandimagecouldproducesubstantialre-suits.AtArcadia,inadditiontotheriseinapplications,theaveragestudent'stestscorehasincreasedby60points,JuliRoebeck,anArcadiaspokeswoman,said.
AccordingtoTimWesterbeck,collegesoruniversitieschangingtheirnamestocompeteformarketshare__________. A．isinadvisable
B．isactuallyamarketingstrategy
C．reflectstheydon'tpaymuchattentiontotheirinnerquality
D．haspositiveinfluenceonthedevelopmentofhighereducation
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