As One of the Marketing Managers of a Retail Firm,Katie

Multiple Choice

As one of the marketing managers of a retail firm,Katie has to decide the size of the advertising budget for a hair care product.Although the product performed well the previous year,there was a considerable fall in its market shares recently.To address this problem,Katie decides to implement discounting strategies and focus on short-term profits.Which of the following measures is Katie most likely to implement?

A) Cutting advertisement budgets to fund price promotions
B) Minimizing quarterly earnings
C) Viewing advertising as a nondiscretionary cost
D) Abstaining from raiding advertisement budgets to increase earnings