Types of Goodwill CustomersThe three types of customers mentioned in the video are early adopters, late adopters, and critical mass. Early adopters are people who represent true opinion leaders because they set an example with their purchasing decision. These are respected customers who are ready to make the first purchase of a new product. At Goodwill, early adopters search for the latest trends in Goodwill stores. Before early adopters make a purchase, it is important that they understand the benefits and seek referrals from other satisfied consumers. (Clark, 2003) The next type of customer is late adopters. Late adopters are people who make purchases later in the cycle. They are very skeptical of new products and wait for early adopters to upgrade to new products to make a purchase. It is generally expected that prices will come down and become the universally accepted solution. They have very little commitment to thought leadership because they care most about price, need customer support, and trust the media to buy information. (Clark, 2003) At Goodwill, latest users are looking for fashionable items at lower prices. Finally, critical mass. The critical mass consists of people who waited until the price reached the lowest point before purchasing. They would purchase items that other groups would consider obsolete. (Clark, 2003) Value Offered Goodwill's value proposition is “used goods at deeply discounted prices”. (Pearson, 2013) The same goes for all customer groups as clothing and merchandise are donated to Goodwill and are sold internationally. Goodwill has retail stores nationwide and online items are auctioned through eBay and Amazon to...... middle of paper ...... display items accordingly, provide exceptional customer service is what drives the business. If the goods are not sold, Goodwill will move them to another location and possibly to their outlet stores. (Pearson, 2013) Through these practices, Goodwill was able to generate $3.53 billion in retail sales in 2012. (Goodwill, 2012) Impact on Goodwill's Marketing Strategies and Tactics Goodwill recognized that the principles of consumer behavior consumers affect their marketing mix by following the latest trends. and rotate items in their stores to maximize customer penetration. Businesses are adapting to changes by allowing technology to intervene in their business to target e-commerce in a global market. Despite some customers' negative perceptions of thrift stores that will never change, Goodwill has proven that it has overcome these obstacles and continued to thrive..