tpo 7 integrated writing

Now listen to part of a lecture on the topic you just read about.

 

Well, despite what many people say, there's good reason to think that many American wood companies will eventually seek ecocertification for their wood products.

 

First off, consumers in the United States don't treat all advertising the same. They distinguish between advertising claims that companies make about their own products and claims made by independent certification agencies. Americans have a lot of confidence in independent consumer agencies. Thus, ecologically minded Americans are likely to react very favorably to wood products ecologically certified by an independent organization with an international reputation for trustworthiness.

 

Second point—of course it's true that American consumers care a lot about price—who doesn't? But studies of how consumers make decisions show that price alone determines consumers' decisions only when the price of one competing product is much higher or lower than another. When the price difference between two products is small—say, less than five percent, as is the case with certified wood—Americans often do choose on factors other than price. And Americans are becoming increasingly convinced of the value of preserving and protecting the environment.

 

And third, U.S. wood companies should definitely pay attention to what's going on in the wood business internationally, not because of foreign consumers, but because of foreign competition. As I just told you, there's a good chance that many American consumers will be interested in ecocertified products. And guess what, if American companies are slow capturing those customers, you can be sure that foreign companies will soon start crowding into the American market, offering ecocertified wood that domestic companies don't.

 

The professor in the listening holds the eco-certification is necessary.

 

First, there are different kind of advertisement in America. Consumers in America, may not value the advertisement provided by private companies. However, the ecocertification information offered by professional agency advertisement would draw people's attention. And eventually, the consumers would really pay attention to whether a specific wood company has that certification.

 

Secondly, consumers would concern about whether a company has ecocertificatoin when two companies' price difference is less than 5 percent. So, if the different of price not big enough, consumers actually would take other factors into consideration like the ecocertification rather than only care about the slight money they can save.

 

Thirdly, it is the competitions with board not who to sell that matters. If the American companies don't have such ecocertification when companies from aboard have, consumers in America would very like to choose aboard products because of the ecocertification. So, even though American consumers are the people for who the American wood companies target, it is still necessary for American wood companies to get ecocertification in order to save the market benefits despite the fact they don't need to concern about aboard comsumers.

 

So, ecocertification is of paramount importance to American wood companies.