If your offerings $($products and services$)$ become commoditized, you lose your pricing power. The only way to survive is to keep cutting your price. In this undesired circumstance, the buyers$$ demand for your offerings is $\_\_\_\_\_\_\_\_\_$ where the revenue can increase only when the price goes down. In this demand circumstance, when you raise the price, revenue begins to fall since buyers switch to other options given no loyalty for your offerings.