1. Why is it important for firms that produce and supply hardwood to adopt the marketing concept?

Logs cut from hardwood forests are an important raw material used by many domestic and foreign producers. Unlike pine and other softwoods, which are used mostly for general construction, the demand for oak, black walnut, black cherry, white ash, maple, and other hardwoods derives from consumer demand for high-value products such as hardwood furniture, cabinets, flooring, millwork, and moldings. When properly finished, hardwoods offer a finish that is both durable and beautiful. The wood is also very strong, so even pieces that do not have a perfect appearance are well suited for making frames of chairs, sofas, and other furniture that are covered with various upholstery materials.