Shiseido Is a Japanese Manufacturer of Cosmetics and Toiletries

Multiple Choice

Shiseido is a Japanese manufacturer of cosmetics and toiletries. The company is concerned because its prestige toiletries brand in Japan is experiencing declining sales in spite of an increase in its promotional budget. Through the combining of a market-share analysis with a marketing cost study, Shiseido can:

A) implement a strategy to increase sales of its prestige brand.
B) determine the environmental cause of the declining sales.
C) assess how the declining sales and increased promotional budget of its prestige brand are impacting its total marketing program.
D) determine where more promotional funds for its prestige brand can be found.
E) implement a short-term tactic for improving sales of its prestige brand.