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April 25, 2018 

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MARKET ADJUSTMENT: The economic analysis of the changes in market equilibrium caused by changes in the demand determinants and supply determinants. Given the two curves that comprise the market--the demand curve and the supply curve; each of which can increase or decrease; market adjustment comes in eight varieties. Four involve a shift of EITHER the demand curve OR the supply curve. The other four involve a shift of BOTH the demand curve AND the supply curve.

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SEGMENT: A group of potential buyers who have similar needs and wants. This is developed after a process called market segmentation. A concentrated targeting strategy is effective for marketing to each segment. Typically, a company uses one marketing mix to satisfy each segmentÕs needs.

     See also | targeting strategy | marketing mix | segmentation | concentrated | heterogeneous |


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AVERAGE PROPENSITY TO SAVE

The proportion of household income that is used for saving. The average propensity to save (abbreviated APS) is really nothing more than average saving. Together with the average propensity to consume, it indicates how a given level of income is divided between consumption and saving. A related saving measure is the marginal propensity to save.

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