Benton Written Assignment 1

Topics: Retailing, Consumer, Consumer protection Pages: 5 (1229 words) Published: November 15, 2014
Goodwill Industries – Marketing to a variety of customer types Goodwill Industries has mainly three types of customers shopping in their stores. Many customers frequent the high-end resale shops because their primary concern is fashion. Goodwill has upscale boutiques and specialty stores in cities throughout the United States that offer donated designer goods and department store labels. These boutiques have daily deliveries, which mean there is much variety and quantity.

Goodwill is making a particularly strong push right now to improve their image, reputation, and brand, to promote Goodwill as a cool place to shop. If customers do not find what they are looking for one day, Goodwill urges them to check back the next day. Just as Goodwill sells a variety of items, they also cater to a variety of customers.

Bargain shoppers are another type of customer patronizing Goodwill stores. They know that Goodwill stores feature barely used and new items that are offered for a low price which is very appealing to those who thrive on finding the best deals without paying department store prices.

In addition to fashion shoppers, there are resellers who know that Goodwill stores are an exceptional choice for their needs. Goodwill offers the best variety at the lowest prices. Resellers, either individuals or companies, purchase products and services with the intention of reselling rather than consuming. Goodwill stores have everything to complete this process.

I have been very pleased with my shopping experiences at Goodwill. I realize many customers see Goodwill stores as old, used merchandise and have no desire to shop there. The products sold at Goodwill stores are of exceptional quality and do include slightly used merchandise, but they also stock their stores with new designer brands.

Goodwill identifies with the different cultures that surround them and try to stock their stores with items that appeal to these cultures. It is a basic marketing goal to capture value from customers to create profits and customer equity which is the total of all customers and their lifetime loyalty to a business. One important way to achieve this goal is to sell offerings that satisfy society wants. Goodwill is attracting a variety of customers from all different cultures and nationalities because they present themselves in such a way as to think like each individual customer and what they prefer and enjoy. Goodwill also moves product laterally between similar stores to assure that as many customers as possible see goods at the same price and social perception level. Everyone has the opportunity at the best value for their money. Goodwill updates their merchandise regularly and always offers the lowest prices. This holds true for all Goodwill stores, boutiques, and online auction sites. Customers are satisfied when they find a great value and satisfied customers talk to their friends, spreading the word.

If Goodwill stores offer products which please consumers from different cultures, they will become regular customers. It is basic human nature to desire things and purchase these items, especially when the price is low. All consumers feel delighted when they receive a bargain. Consumer wants can change depending on price. Sometimes, when the cost of an item is high, consumers may decide not to purchase. The same is true for an item that has a lowered price. This can be the determining factor for the customer making a purchase. When a customer sees 20%, 30% or even 50% markdown on merchandise, this motivates them to spend money.

The “thrift store” concept is a social issue. People may feel embarrassed to be found shopping in Goodwill stores. I have known people who would not be caught shopping at K-Mart. Society dictates how people show themselves. Is it acceptable to shop in Goodwill stores? Goodwill is shedding the thrift store image by introducing boutiques and improving the appearance of their regular stores. Their inventory is...

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