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Good-Will 
One writer says that good-will is the capitali¬ 
sation of what we are willing to pay to industry 
for not deceiving us. 
■ ■' : - '■■ : ; v ■> |vi-; f,%l' 
Although cynical, the definition has merit. 
Good-will is created chiefly in industries where 
the opportunity for deceit is great. Drugs are a 
notable example. In many instances, good-will is 
the principal item in the price. The consumer is 
glad to pay it because the health of himself or 
some member of his family is at stake. He wants 
assurance of purity and reliability. 
No business can exist long without good-will. 
Even though no addition can be made to the price 
by some companies enjoying the respect of the 
; \ 
trade, the good-will is valuable because it reduces 
selling expense. Customers return with repeat 
orders without urging. 
—Courtesy of Chase Bag Co. 
" ' • ’• ; '.ir r ' •' ■ ■- ■. ■>'■>.),■ v) v r V;2 * *• 
1 
: 
Reprint from “Bagology” 
