An international organization has started issuing certifications to wood companies who meet a high ecological standard by conserving resources and recycling materials in an effort to encourage ecological sustainable forestry practices. Certified companies can attract customers by advertising their products as eco-certified. Many wood companies around the world have adopted eco-friendly practices in order to receive the eco-certification; however, it is unlikely that United States wood companies will do the same for several reasons.
First, due to the high levels of advertising American consumers are exposed to they would not pay attention to the eco-certification label. Americans have lost their trust in advertising claims because of how many mediocre products have been labeled as new or improved.
Second, the costs a wood company pays to have their business examined by a certification agency will drive the prices higher than uncertified wood. The American consumer is typically motivated by price and they are more likely to purchase the cheaper, uncertified, wood product instead. Therefore American companies would prefer to keep their prices low instead of obtaining eco-certification.
Third, the claim that it always makes good business sense for American companies to keep up with the rest of the world's developments is not a convincing argument. If American wood companies marketed to a global client base it would be reasonable to argue for the eco-certification, but that is not the case. Most of the American wood business' products are sold in the United States and has a very large customer base that is satisfied with their products.
The reading passage and the lecture are both about the likelihood of the American wood companies to seek to be eco-certified and whether this would be beneficial or detrimental to their wood products. The author of the article believes that American wood companies are unlikely to adopt eco-friendly practices in order to receive the eco-certification. However, the lecturer casts doubt on the claims made in the article. He thinks that there are good reasons that American companies would want to get the eco-certification.
First of all, The speaker indicates that Americans don't treat all advertisements the same. They tend to distinguish between advertisements made by a company for its own products which might be biased and other endorsements
made by an independent consumer agency. Ameircans have more confidence in such independent consumer agencies. Hence, Americans who are interested in protecting the environment will react very favorably to products ecologically certified by a trustworthy independent international organization.
Secondly, the lecture mentions that studies about how consumers make decisions showed that price would be the main factor in choosing a product only when there is big difference in price between the product and its other competitors. However, if the difference in price is less than five percent, consumers look into other factors. As a result, eco-friendly products would have appeal among American consumers as long as the price difference from the uncertified is not so big.
Finally, the lecturer explains that American companies have to pay attention to the international wood business. As environmental awareness on the rise in the United States, consumers will get more and more interested in eco-certified products and if domestic companies didn't capture those customers, international wood companies would soon be competing for American consumers in the United States market.
Grammar and spelling errors:
Line 7, column 52, Rule ID: EN_CONTRACTION_SPELLING
Message: Possible spelling mistake found
Suggestion: don't
...l, The speaker indicates that Americans dont treat all advertisements the same. They...
^^^^
Line 7, column 223, Rule ID: WHITESPACE_RULE
Message: Possible typo: you repeated a whitespace
Suggestion:
...h might be biased and other endorsements made by an independent consumer agency....
^^^^
Line 9, column 2, Rule ID: UPPERCASE_SENTENCE_START
Message: This sentence does not start with an uppercase letter
Suggestion: Made
...ht be biased and other endorsements made by an independent consumer agency. Amei...
^^^^
Line 19, column 271, Rule ID: EN_CONTRACTION_SPELLING
Message: Possible spelling mistake found
Suggestion: didn't
...fied products and if domestic companies didnt capture those customers, international ...
^^^^^
Transition Words or Phrases used:
finally, first, hence, however, if, look, second, secondly, so, in fact, as a result, first of all
Attributes: Values AverageValues Percentages(Values/AverageValues)% => Comments
Performance on Part of Speech:
To be verbs : 12.0 10.4613686534 115% => OK
Auxiliary verbs: 8.0 5.04856512141 158% => OK
Conjunction : 7.0 7.30242825607 96% => OK
Relative clauses : 10.0 12.0772626932 83% => OK
Pronoun: 14.0 22.412803532 62% => OK
Preposition: 35.0 30.3222958057 115% => OK
Nominalization: 9.0 5.01324503311 180% => OK
Performance on vocabulary words:
No of characters: 1663.0 1373.03311258 121% => OK
No of words: 293.0 270.72406181 108% => OK
Chars per words: 5.67576791809 5.08290768461 112% => OK
Fourth root words length: 4.13729897018 4.04702891845 102% => OK
Word Length SD: 3.24940128639 2.5805825403 126% => OK
Unique words: 158.0 145.348785872 109% => OK
Unique words percentage: 0.539249146758 0.540411800872 100% => OK
syllable_count: 529.2 419.366225166 126% => OK
avg_syllables_per_word: 1.8 1.55342163355 116% => OK
A sentence (or a clause, phrase) starts by:
Pronoun: 2.0 3.25607064018 61% => OK
Article: 6.0 8.23620309051 73% => OK
Subordination: 3.0 1.25165562914 240% => Less adverbial clause wanted.
Conjunction: 0.0 1.51434878587 0% => OK
Preposition: 0.0 2.5761589404 0% => More preposition wanted as sentence beginning.
Performance on sentences:
How many sentences: 13.0 13.0662251656 99% => OK
Sentence length: 22.0 21.2450331126 104% => OK
Sentence length SD: 64.8378040066 49.2860985944 132% => OK
Chars per sentence: 127.923076923 110.228320801 116% => OK
Words per sentence: 22.5384615385 21.698381199 104% => OK
Discourse Markers: 7.53846153846 7.06452816374 107% => OK
Paragraphs: 5.0 4.09492273731 122% => OK
Language errors: 4.0 4.19205298013 95% => OK
Sentences with positive sentiment : 6.0 4.33554083885 138% => OK
Sentences with negative sentiment : 4.0 4.45695364238 90% => OK
Sentences with neutral sentiment: 3.0 4.27373068433 70% => OK
What are sentences with positive/Negative/neutral sentiment?
Coherence and Cohesion:
Essay topic to essay body coherence: 0.135006686502 0.272083759551 50% => OK
Sentence topic coherence: 0.0505150940251 0.0996497079465 51% => OK
Sentence topic coherence SD: 0.0499061661358 0.0662205650399 75% => OK
Paragraph topic coherence: 0.0789099244969 0.162205337803 49% => OK
Paragraph topic coherence SD: 0.0534749613082 0.0443174109184 121% => OK
Essay readability:
automated_readability_index: 16.6 13.3589403974 124% => OK
flesch_reading_ease: 32.22 53.8541721854 60% => Flesch_reading_ease is low.
smog_index: 11.2 5.55761589404 202% => Smog_index is high.
flesch_kincaid_grade: 14.2 11.0289183223 129% => OK
coleman_liau_index: 15.96 12.2367328918 130% => OK
dale_chall_readability_score: 8.34 8.42419426049 99% => OK
difficult_words: 67.0 63.6247240618 105% => OK
linsear_write_formula: 10.5 10.7273730684 98% => OK
gunning_fog: 10.8 10.498013245 103% => OK
text_standard: 11.0 11.2008830022 98% => OK
What are above readability scores?
---------------------
Rates: 80.0 out of 100
Scores by essay e-grader: 24.0 Out of 30
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Note: the e-grader does NOT examine the meaning of words and ideas. VIP users will receive further evaluations by advanced module of e-grader and human graders.