| Show GOOD WILL one writer says that goodwill is the capitalization of what we are willing to pay to industry for not deceiving us although cynical the definition has merit goodwill good will is chiefly in industries where the opportunity port unity for deceit is great drugs dru s are a notable example in many instances goodwill good will is tile 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 with ut goodwill good will even though no addition can be made to the price by some ome companies enjoying the of the trade the goodwill good will is valuable because it reduces reduce s selling expense customers return with re neit neat oi ders without urgings urging |
