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第1段
1 .<-NARRATOR:-> Now listen to part of a lecture in a marketing class.
现在听一段营销课程的片段。
第2段
1 .<-MALE PROFESSOR:-> You know, there are lots of different companies out there that make and sell cookies or biscuits.
大家知道，市场上有很多制作销售饼干零食的公司。
2 .But there’s one company—Big Bear Cookies—that has used this technique to sell more cookies than all its competitors.
但有一个公司——大熊饼干——应用这个策略，卖出了比所有竞争者更多的饼干。
第3段
1 .How? Well, the company has this animal character called “Big Bear” that it uses in all of its advertising.
怎么做到的？这个公司有个叫“大熊”的动物形象，并将其应用到所有的广告中。
2 .The picture of the bear is on its cookie boxes, and the character of the bear also appears in its TV commercials.
熊的图案出现在饼干包装盒上，也出现在电视广告中。
3 .Oh, and, of course, the cookies themselves are shaped like Big Bear.
当然，饼干本身也是大熊的形状。
第4段
1 .Now most people who eat Big Bear cookies are children, and well, they enjoy the bear and think that he’s really entertaining and fun.
现在绝大多数吃大熊饼干的人都是儿童，并且儿童喜欢熊，觉得它非常搞笑可爱。
2 .In the TV commercials, for example, he’s always saying funny things and dancing around in a lively, comical way.
例如，在电视广告中，大熊总是说有趣的话，跳活泼喜感的舞蹈。
3 .So Big Bear makes children feel good about the company’s cookies … makes children want to get them.
所以，大熊让儿童感觉公司的饼干很棒，让儿童想得到它们。
第5段
1 .And, you know, the really interesting thing is that the figure of Big Bear stays in people’s minds and makes them think of cookies, even though bears don’t usually have anything to do with cookies.
而且，大家知道，真正有趣的事情是，大熊的形象保留在人们的意识里，让人们想到饼干，尽管熊通常和饼干没有什么关系。
2 .I mean, bears certainly don’t make or eat cookies, right?
我的意思是，熊当然并不制作或吃饼干，不是吗？
第6段
1 .Yet Big Bear is a character that people—particularly children—don’t seem to forget because year after year,
但大熊是人们——尤其是儿童——多年不会忘记的形象，
2 .Big Bear Cookies sells more cookies than any other company.
大熊饼干比所有其他公司卖出了更多的饼干。