Eco certification and American wood companies Integrated Reading Section In an effort to encourage ecologically sustainable forestry practices an international organization started issuing certifications to wood companies that meet high ecological standar

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Eco certification and American wood companies (Integrated)

Reading Section:

In an effort to encourage ecologically sustainable forestry practices, an international organization started issuing certifications to wood companies that meet high ecological standards by conserving resources and recycling materials. Companies that receive this certification can attract customers by advertising their products as Eco certified. Around the world, many wood companies have adopted new, ecologically friendly practices in order to receive Eco certification. However, it is unlikely that wood companies in the United States will do the same, for several reasons.

First, American consumers are exposed to so much advertising that they would not value or even pay attention to the Eco certification label. Because so many mediocre products are labeled 'new" or improved,'' American consumers do not place much trust in advertising claims in general.

Second, Eco certified wood will be more expensive than uncertified wood because in order to earn Eco certification, a wood company must pay to have its business examined by a certification agency. This additional cost gets passed on to consumers-American consumers tend to be strongly motivated by price, and therefore they are likely to choose cheaper uncertified wood products. Accordingly, American wood companies will prefer to keep their prices low rather than obtain Eco certification

Third, although some people claim that it always makes good business sense for American companies to keep up with the developments in the rest of the world, this argument is not convincing. Pursuing certification would make sense for American wood companies only if they marketed most of their products abroad. But that is not the case—American wood businesses sell most of their products in the United States, catering to a very large customer base that is satisfied with the merchandise.

Essay topics in audio

The reading passage and the lecture both discuss features of eco certified wood industry and its influences on American companies and customers. The author firmly states that it is unlikely that American companies put any endeavor for attaining ecologic certification. However, the lecturer repudiates what the author states as resting upon fallacious premises.

First off, with regards to influences of advertising on American consumers, the lecturer articulates that although it is a unanimous belief that American costumers do not pay attention to advertisements, they do not treat all sorts of advertisements the same. The lecturer points this fact out that when advertisement came from a reliable international agency the customers will believe in the veracity of the advertisement. Thus, since the certification is given from a trusted ecological company it will have an indispensable effect on customer’s choice. Notwithstanding the author assumes that since many companies labeled their old products as improved or new, it grows suspicion in customers mind and they do not have faith in advertisements anyway.

What is more, respecting the extra cost caused by Eco certification, the lecturer’s view does not coincide with that of the author. The lecturer declares that it is a common knowledge that price is important for costumer; however, when the price difference between two products is less than five percent other factors gain momentum in costumer’s choice. Since American consumers are convinced about the idea of preserving the environment, they are willing to pay little more money in order to conserve the Mother Nature. On the contrary the author supposedly believe that since all customer are demanding for cheaper uncertified wood, pursuing Eco certification would be a major mistake for American wood companies.

Finally, the lecturer does not further endorse the author’s supposition concerning international wood business; the speaker asserts that American companies have to pursue Eco certification not because of product exportation, but for inhibiting foreign companies from crowding the America’s wood market offering Eco certified products. In marked contrast, the author presumes that since most of wood companies market is inside the country there is no need to get Eco certification due to exporting abroad.

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Average: 8.3 (3 votes)
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Sentence: Notwithstanding the author assumes that since many companies labeled their old products as improved or new, it grows suspicion in customers mind and they do not have faith in advertisements anyway.
Description: A noun, plural, common is not usually followed by a noun, singular, common
Suggestion: Refer to customers and mind

Sentence: In marked contrast, the author presumes that since most of wood companies market is inside the country there is no need to get Eco certification due to exporting abroad.
Description: A noun, plural, common is not usually followed by a noun, singular, common
Suggestion: Refer to companies and market

flaws:
No. of Words: 356 250
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Attribute Value Ideal
Score: 26 in 30
Category: Very Good Excellent
No. of Grammatical Errors: 2 2
No. of Spelling Errors: 0 2
No. of Sentences: 13 12
No. of Words: 356 250
No. of Characters: 1953 1200
No. of Different Words: 199 150
Fourth Root of Number of Words: 4.344 4.2
Average Word Length: 5.486 4.6
Word Length SD: 3.032 2.4
No. of Words greater than 5 chars: 155 80
No. of Words greater than 6 chars: 128 60
No. of Words greater than 7 chars: 99 40
No. of Words greater than 8 chars: 60 20
Use of Passive Voice (%): 0 0
Avg. Sentence Length: 27.385 21.0
Sentence Length SD: 8.589 7.5
Use of Discourse Markers (%): 0.615 0.12
Sentence-Text Coherence: 0.381 0.35
Sentence-Para Coherence: 0.587 0.50
Sentence-Sentence Coherence: 0.093 0.07
Number of Paragraphs: 4 4