Assume that you are a marketing manager for Pantene Shampoo and Conditioner, two of Proctor & Gamble's star products and the market leader. Several competitors have recently begun to cut prices to retailers and also to offer more aggressive channel allowances in order to boost sales and market share. How would you to respond to the competitive price declines? Why? What risks are associated with the option you recommend? Feel free to use similar situations in other industries to inform your recommendation.