The lecturer refutes the reading that denies the need for ecologically certified products of American wood companies, providing three reasons.
First, the lecturer assumes that the customers would value the eco-certification made by an independent institution. The reading surmises the ecological certifications would not attract American customers because they are less likely to differentiate the value of certifications from other advertisements that appear “new” and “improved” products. However, the lecturer claims that American customers would prefer to choose products based on the environmental impact of the products since they trust in the eco-certifications to evaluate the quality of products.
Second, the lecturer suggests that the costs of the certifications would not make much difference in the prices of the products. The reading emphasizes acquiring eco-certifications would increase the price of the products, which would lead customers to buy cheaper products that are not certificated. By contrast, she expects those eco-certified products would not be so expensive as to discourages customers to buy. Supposing the price difference would be less than five percent, she highlights that such little difference in the price would not impact on the demands of certified products.
Third, the lecturer maintains that domestic companies need to introduce certified products to compete with foreign companies that offer eco-certified products rather than to attract foreign customers. Since most market shares of the American wood companies attribute to the domestic market, the reading explains that it is not necessary to introduce eco-certified products that target international customers. However, she warns that domestic customers would be taken by the international companies that sell certified products if the American companies neglect to improve their products based on environmental standards. To maintain the high market share of the domestic markets, the companies should introduce certified products.
In conclusion, the lecturer signifies the need of certificated products for American wood companies by disputing the three points made by reading.
The
lecturer
refutes the
reading
that denies the need for
ecologically
certified
products
of American wood
companies
, providing three reasons.
First
, the
lecturer
assumes that the
customers
would value the
eco-certification
made by an independent institution. The
reading
surmises the ecological certifications would not attract American
customers
because
they are less likely to differentiate the value of certifications from other advertisements that appear “new” and “
improved
”
products
.
However
, the
lecturer
claims that American
customers
would prefer to choose
products
based on the environmental impact of the
products
since they trust in the
eco-certifications
to evaluate the quality of products.
Second, the
lecturer
suggests that the costs of the certifications would not
make
much difference in the
prices
of the
products
. The
reading
emphasizes acquiring
eco-certifications
would increase the
price
of the
products
, which would lead
customers
to
buy
cheaper
products
that are not certificated. By contrast, she
expects
those
eco-certified
products
would not be
so
expensive as to discourages
customers
to
buy
. Supposing the
price
difference would be less than five percent, she highlights that such
little
difference in the
price
would not impact on the demands of
certified
products.
Third, the
lecturer
maintains that
domestic
companies
need to introduce
certified
products
to compete with foreign
companies
that offer
eco-certified
products
rather
than to attract foreign
customers
. Since most
market
shares of the American wood
companies
attribute to the
domestic
market
, the
reading
explains
that it is not necessary to introduce
eco-certified
products
that target international
customers
.
However
, she warns that
domestic
customers
would
be taken
by the international
companies
that sell
certified
products
if the American
companies
neglect to
improve
their
products
based on environmental standards. To maintain the high
market
share of the
domestic
markets, the
companies
should introduce
certified
products.
In conclusion
, the
lecturer
signifies the need of certificated
products
for American wood
companies
by disputing the three points made by
reading
.