Second point, of course it’s true that American consumers care a lot about price. Who doesn’t? but studies of how consumers make decisions show that price alone determines consumers’ decisions only when the price of one competing product is much higher or lower than another. When the price difference between two products is small, say, less than five percent as is the case with certified wood, Americans often do choose on factors other than price. And Americans are becoming increasingly convinced of the value of preserving and protecting the environment.
第二，诚然美国消费者对价格很敏感。可是谁不是这样的呢?但是消费选择的研究发现只有当价格差很大的时候价格才会成为唯一的决定因素。当两个产品的价格差很小，比如小于百分之五的时候，其他因素就会影响美国消费者的选择。而认证木材的价格差恰好在这个范围。而且美国人越来越重视环境保护了。
And third, US wood companies should definitely pay attention to what’s going on in the wood business internationally, not because of foreign consumers but because of foreign competition. As I just told you, there’s a good chance that many American consumers will be interested in ecocertified products. And guess what? If American companies are slow capturing those customers, you can be sure that foreign companies will soon start crowing into the American market, offering ecocertified wood that domestic companies don’t.
第三，美国木材公司必须要关注国际木柴行业的趋势。这不是因为国外的消费者，而是因为国外的同行。我可以告诉大家，美国的消费者会对环保产品越来越感兴趣，而这是一个极佳的机会。为什么呢?这是因为如果美国的公司没有及时地抓住消费者，那么当国外的公司提供美国所没有的环保产品，他们可以很快递占领美国市场。
听力笔记内容：
Main point: prejudice
Sub point one: don’t, the same, independent certification, ecologically certified
Sub point two: much higher or lower, less than five percent, value, environment
Sub point three: foreign competition, interested, offering ecocertified wood
