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MARKETING PLAN: The systematic approach of assessing opportunities, defining objectives, determining strategies for implementation, developing coordinated criteria for evaluation and controls of marketing in an organization. Components typically include: executive summary, environmental scanning and analysis, SWOT analysis, marketing objectives, marketing strategies, marketing implementation, and evaluation / control. A good marketing plan is flexible and updated on a regular schedule. It can be created separately or as a part of the business plan.

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FIXED EXCHANGE RATE: An exchange rate that's established at a given level and maintained through government (usually central bank) actions. To fix the exchange rate, a government must be willing to buy and sell currency in the foreign exchange market in whatever amounts are necessary. A fixed exchange rate typically disrupts a nation's balance of trade and balance of payments. If the exchange rate is fixed too low, then a government needs to sell it's currency in the foreign exchange market, and may end up expanding the money supply too much, which then causes inflation. If the exchange rate is fixed too high, then export sales to other countries are curtailed and the economy is likely to slide into a recession.

     See also | exchange rate | currency | money | foreign exchange market | balance of trade | balance of payments | money supply | export | import | floating exchange rate | managed float | J curve |


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AGGREGATE DEMAND AND MARKET DEMAND

The aggregate demand curve, or AD curve, has similarities to, but differences from, the standard market demand curve. Both are negatively sloped. Both relate price and quantity. However, the market demand curve is negatively sloped because of the income and substitution effects and the aggregate demand curve is negatively sloped because of the real-balance, interest-rate, and net-export effects.

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