Summarise the points made in the lecture, being sure to explain how they case doubt on specific points made in the reading passage.
The reading and lecture are both about the eco-friendly practices of wood, which is a type of wood that meets the standards of eco-certified products. The author of the reading believes that wood companies may not strive to achieve the standards due to disadvantages. The lecturer casts doubt on the claims made in the reading. He thinks that the points exhibited are not adequate. First of all, the author points out that the consumers in the American market are exposed to target marketing which may result in a lack of attention to eco-certified products. It is also mentioned that the Americans do not trust the claims made in the advertisements. This point is challenged by the lecturer. He says that not all consumers treat advertisements the same. Furthermore, he elaborates on saying that the American customers trust and distinguish individual companies with certification and normal companies. He argues that this can result in positive response towards eco-certified label. Secondly, the author contends that certified wood is generally more expensive when compared with other varieties. The author notes that this extra price can be imposed on the customers, and this can motivate buyers to go for cheaper products. The lecturer rebuts this argument. He suggests that consumers do not depend only on price when the difference is less than five percent. Moreover, he establishes that similar price of different products can lead them to look for other features too. Finally, the author states that selling or exporting eco-certified wood abroad makes sense than selling in the United States due to high price. The author establishes that marketing products outside States can satisfy the investment spend on certification. The lecturer, on the other hand, posits that, companies should focus on selling in their country rather than abroad. He puts forth the point that neglecting sales in own country may encourage foreign companies to base their industries in United States where these companies make effort to reach US market and offer certified wood that has not been offered by the America.
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