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October 17, 2018 

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BRAND PREFERENCE: The amount of brand loyalty a customer has toward a specific product or service. Some customers are fanatical about a certain brand and will not switch or even consider another substitute. That being said, brand loyalty is sometimes very sensitive to price fluctuations. In the soft drink industry, many consumers will switch back and forth between Pepsi and Coke, depending on which is on sale. These consumers might prefer one product to the other, but are not absolutely loyal or brand insistent.

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TAX BASE: An item or activity that is subject to taxation. The most common tax bases are income, consumption, and wealth. The personal income tax and Social Security tax are two common taxes levied on the income base. Sales taxes are the most common taxes levied on the consumption base. Property taxes are the most common taxes levied on the wealth base.

     See also | taxes | tax rate | tax incidence | tax proportionality | personal income tax | Social Security tax | sales tax | property tax |


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EXCHANGE RATE POLICIES

Policies undertaken by domestic governments often in conjunction with international financial organizations to control exchange rates through foreign exchange markets. The three most common exchange rate policies are flexible exchange rates, fixed exchange rates, and managed flexible exchange rates. Flexible exchange rates are allowed to adjust through unrestrained forces of demand and supply in the foreign exchange market. Fixed exchange rates are established at a given level. Managed flexible exchange rates are allowed to change within boundaries, but subject to control if they change too much.

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