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Now listen to part of lecture on the topic you just read about.
现在来听一段有关你刚刚所阅读到的话题的演讲。
Well, despite what many people say,
那么，不管很多人怎么说，
there is a good reason to think that many American wood companies will eventually seek eco-certification for the wood products.
有理由认为，很多美国木材公司最终都会为他们的木材产品寻求生态认证。
First off, consumers in the United States don't treat all advertising the same.
首先，美国的消费者不会同等对待所有的广告。
They distinguish between advertising claims that companies make about their own products and claims made by independent certification agencies.
他们会区分公司为他们自己的产品所做的广告词和独立的认证机构的声明。
Americans have a lot of confidence in independent consumer agencies.
美国人对独立的消费者机构很信任。
Thus ecological-minded Americans are likely to react very favorably to wood products ecologically certified by independent organization with an international reputation for trustworthiness.
所以有着生态思想的美国人有可能对那些被国际上值得信任的独立机构认证的木材产品反应良好。
Second point ,of course it is true that American consumers care a lot about price, who doesn't?
第二点，当然，美国消费者很关心价格，谁不关心呢？
But studies of how consumers make decisions show that
但是，关于消费者怎么做选择的研究显示，
price alone determines consumers' decisions only when the price of one competing products is much higher or lower than the other.
价格只有在一个有竞争性的产品的价格大大高于或者低于另一个的时候才能独自决定消费者的决定。
When the price difference between two products is small, say, less than 5 percent,
当两个产品的价格差很小，比如小于百分之五的时候，
as is the case with certified wood, Americans often do choose on factors other than price.
其他因素就会影响美国消费者的选择。比方说认证木材的价格。
And Americans are becoming increasingly convinced of the value of preserving and protecting the environment.
并且，美国人越来越相信保护环境的价值。
And third, US Wood companies should definitely pay attention to what's going on in the wood business internationally.
第三，美国木材公司一定要注意全球木材生意的进展情况。
Not because of foreign consumers but because of foreign competition.
不是为外国消费者，而是因为外国竞争。
As I just told you, there is a good chance that many American consumers will be interested in eco-certified products, and guess what?
像我刚刚跟你们说的一样，有很大的可能许多美国的消费者会对生态认证的产品感兴趣，猜猜会怎么样？
If American companies are slow capturing those consumers,
如果美国的公司在抓住那些顾客的时候慢了一步，
you can be sure that foreign companies will soon start crowding into the American market, offering eco-certified wood that domestic companies don't.
你可以肯定的是外国公司很快就会涌进美国市场，提供其国内公司没有的生态认证的木材。
Summarize the points made in the lecture, being sure to explain how they cast doubt on specific points made in the reading passage.
总结演讲中的观点，准确解释他们如何对阅读文章中的观点提出怀疑。
