Goodwill Industries
Ron Fernando
Marketing Principles
Assignment # 1
Goodwill Industries
1. Describe the three customer types mentioned in the video. What is each customer type looking for when they shop at Goodwill? What is most important to each customer type?
The video mentioned 3 specific clientele for Goodwill Industries. The fashion shoppers, the bargain hunters, and the resellers.
The Fashion Shoppers are most likely the frequent customers of Goodwill boutiques. Goodwill boutiques sells high end products with lower prices. These shoppers are what the Goodwill merchandisers are targeting when it comes to selling their trendier merchandise. These shoppers are the early adopters of trends and they put more value on style rather than the savings itself.
Bargain Hunters are the more common clientele for Goodwill stores. These are the people that go to the stores with the mindset of getting more for their money. To this clientele, the focus is on how much discount they could get on an item in comparison to getting them from regular stores. They may care about the trends as well, but their focus is more on the psychological factor of getting a deal (buying something that is 80% off for example) rather than getting something that is trendy.
Resellers are probably the shrewdest of all three. They are basically a combination of both of the latter customer types with an intent to sell afterwards. They are businessmen or women that understands trends and are also looking for the best deal for it. Resellers traditionally would buy merchandise at deeply discounted prices and then sell them for a profit. They would be the most frequent customers of the Goodwill outlet stores where the items that were not sold on regular stores are sold in bulk for much cheaper prices. Their sole intent is to make a profit, and reselling Goodwill products is their means to do it.
2. What is Goodwill's value proposition? Is it the same for all customer groups?
According to the video, Goodwill’s value
Marketing Principles
Assignment # 1
Goodwill Industries
1. Describe the three customer types mentioned in the video. What is each customer type looking for when they shop at Goodwill? What is most important to each customer type?
The video mentioned 3 specific clientele for Goodwill Industries. The fashion shoppers, the bargain hunters, and the resellers.
The Fashion Shoppers are most likely the frequent customers of Goodwill boutiques. Goodwill boutiques sells high end products with lower prices. These shoppers are what the Goodwill merchandisers are targeting when it comes to selling their trendier merchandise. These shoppers are the early adopters of trends and they put more value on style rather than the savings itself.
Bargain Hunters are the more common clientele for Goodwill stores. These are the people that go to the stores with the mindset of getting more for their money. To this clientele, the focus is on how much discount they could get on an item in comparison to getting them from regular stores. They may care about the trends as well, but their focus is more on the psychological factor of getting a deal (buying something that is 80% off for example) rather than getting something that is trendy.
Resellers are probably the shrewdest of all three. They are basically a combination of both of the latter customer types with an intent to sell afterwards. They are businessmen or women that understands trends and are also looking for the best deal for it. Resellers traditionally would buy merchandise at deeply discounted prices and then sell them for a profit. They would be the most frequent customers of the Goodwill outlet stores where the items that were not sold on regular stores are sold in bulk for much cheaper prices. Their sole intent is to make a profit, and reselling Goodwill products is their means to do it.
2. What is Goodwill's value proposition? Is it the same for all customer groups?
According to the video, Goodwill’s value