Advertising for Coca Cola

Bargaining power is the ability to increase or decrease the frequency of purchase of other things. It's much easier to advertise a tooth paste where someone has already used that tooth paste, and to get them to use it more quently. Restaurants are one of the few industries where you're just building a better mouse trap in the local area. A really big part of the advantage is not that people are actually trying too things out against each other.