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COMPETITIVE FORCES: Forces in the marketing environment that are based on competition among customers and competition with other firms. As the organization looks out at its business environment, competition is a critical factor. Who is buying goods and services and who is providing them to those customers? Are there many competitors or are there just a few? Maybe none. Knowing what competitive forces exist helps an organization develop strategic planning to attract customers.

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Lesson 7: Market | Unit 1: The Exchange Page: 4 of 22

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Competition depends on the number of buyers and sellers.
  • More buyers creates more competition to acquire a good. Sellers don't have to sell a good below the going price with a lot of buyers willing and able to pay the market price.
Competition prevents buyers from forcing the price down to it's lowest level.
  • More sellers creates more competition to offer a good for sale. Buyers don't have to buy a good above the going price with a lot of sellers willing and able to sell at the market price.
Competition prevents sellers from forcing the price up to it's highest level.

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REAL-BALANCE EFFECT

A change in aggregate expenditures on real production made by the household, business, government, and foreign sectors that results because a change in the price level alters the purchasing power of money. This is one of three effects underlying the negative slope of the aggregate demand curve associated with a movement along the aggregate demand curve and a change in aggregate expenditures. The other two are interest-rate effect and net-export effect. The real-balance effect is somewhat analogous to the income effect underlying the negative slope of the market demand curve.

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Today, you are likely to spend a great deal of time browsing through a long list of dot com websites looking to buy either a set of steel-belted radial snow tires or a wall poster commemorating the 2000 Presidential election. Be on the lookout for crowded shopping malls.
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