Discussion
For this discussion watch the following youtube videos:
1. "Goodwill Industries International Overview".
2. "Goodwill Industries".
Since 1902, Goodwill Industries has funded job training and placement programs through its chain of thrift stores. While selling used clothing, furniture, and other items may not seem like big business, for Goodwill, it amounts to over $3-billion in annual sales.
Goodwill is very strategic in where items are placed and in understanding consumer behavior.
As you saw in the videos, Goodwill recognizes that not all customers are the same. Goodwill must cater to different types of customers by recognizing the cultural, social, personal, and psychological factors that affect how customers make buying decisions. In this manner, Goodwill is able to maximize customer value by offering the right mix of goods at unbeatable bargains.
Discuss the following with your classmates and respond to each one of the questions in your main submission.
• Describe the different types of Goodwill customers.
• Which of the four sets of factors affecting consumer behavior do you believe most strongly affects consumers' purchase decisions from Goodwill?
• How does Goodwill's recognition of consumer behavior principles affect its marketing mix?
The response should include a reference list. Double-space, using Times New Roman 12 pnt font, one-inch margins, and APA style of writing and citations.