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REAL INTEREST RATE: The market, or nominal interest rate, after adjusting for inflation. This is the interest rate lenders receive and borrowers pay expressed in real dollars. There two ways to think about the real interest rate, (1) the historical, after-the-fact, interest rate and (2) the desired interest rate lenders and borrowers have in mind when entering into a loan. The first one tells us the purchasing power of any interest payments received or paid. The second way of looking at the real interest rate is based on expectations of the future.

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STRATEGIC PLANNING: The process by which a company develops a mission statement, organizational goals, company strategies, marketing objectives, marketing strategies, and finally a marketing plan. Utilizing marketing and focusing on the customer during this process helps ensure the customer will achieve the greatest level of satisfaction. Strategic planning typically begins with environmental scanning followed by a SWOT analysis.

     See also | SWOT | environmental scanning | marketing strategies | marketing objectives | marketing plan | mission statement |


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AVERAGE PROPENSITY TO CONSUME

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

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APLS

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Today, you are likely to spend a great deal of time flipping through mail order catalogs looking to buy either a genuine down-filled comforter or a 200-foot blue garden hose. Be on the lookout for high interest rates.
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