Consumer-products concern WD-40 (NASDAQ: WDFC) had something of a rough third quarter. According to the press release, which was issued on Wednesday after the bell, sales were down over 16%. The company made 41 cents per diluted share. This was 8 cents less than the previous year's Q3 performance.

It was, however, 3 cents better than what the analysts were looking for, according to Earnings.com. Gross margin, it should also be noted, improved significantly. Driving this positive element of the story were efficiencies in the supply chain, price increases, and the drop in the price of oil.

The Clorox Company (NYSE: CLX), a company whose compatriots at the supermarket include Procter & Gamble (NYSE: PG) and Colgate-Palmolive (NYSE: CL), gave and received some good news this week. First, let's mention the giving. Management saw fit to increase the dividend that it pays to shareholders. The quarterly payout went up 9% to $0.50 per share.

Now, for the receiving. According to an earlier item on BloggingStocks, Oppenheimer thinks the stock is worthy of an outperform rating. A price target of $70 has been set. Which is impressive, since the price of Clorox as of this writing is $56.32 per share.

Today was one of those days where the overall market direction never felt entrenched nor felt certain. The news of ten banks getting to pay back TARP funds created mixed reactions, as the news was expected. Positive guidance from a chip leader may have kept the wheels on the cart for technology stocks. Oil also spent much of the day flirting with the $70 per barrel mark.

With the swings we are seeing from positive to negative, it is just further evidence that there is a battleground between bulls and bears forming. So far the bulls are managing to keep the high ground. Here are today's unofficial closing bell levels:

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Top Analyst Upgrades
Top Analyst Downgrades

Analyst upgrades:

• Barclays believes Procter & Gamble's (NYSE: PG) portfolio mix provides better leverage to stabilizing macro trends. The firm upgraded shares to Overweight from Equal weight and raised its target to $60 from $56. Note the firm downgraded Colgate (NYSE: CL) to Equal Weight from Overweight.
• Deutsche Bank upgraded McDonald's (NYSE: MCD) to Buy from Hold as it finds the risk/reward on shares compelling at current levels and sees upcoming catalysts from McCafe and easing commodity pressures. The firm raised its target price to $65 from $60.
• FBR Capital upgraded Talbots (NYSE: TLB) to Outperform from Market Perform to reflect an attractive risk/reward, reduced risk of a bankruptcy, and merchandise improvements. The firm raised its target price to $4 from $2.
• Nokia (NYSE: NOK) was upgraded to Buy from Hold at Deutsche Bank.
• Analog Devices (NYSE: ADI) was upgraded to Neutral from Underperform at Baird.

Here are some highlights from this past week's earnings coverage from BloggingStocks:

• Bristol-Myers Squibb Co. (NYSE: BMY) Q1 profit fell despite strong sales of Plavix and Abilify.
• Check Point Software Technologies Inc. (NASDAQ: CHKP) was downgraded based on its guidance.
• Domino's Pizza Inc. (NYSE: DPZ) strong Q1 results were boosted by early debt retirement.
• DreamWorks Animation SKG Inc. (NYSE: DWA) strong Q1 results were driven by Madagascar 2.
• Endo Pharmaceuticals Holdings Inc. (NASDAQ: ENDP) Q1 results led to an analyst's downgrade.
• E*Trade Financial Corp. (NASDAQ: ETFC) widened its Q1 loss, sending shares sharply lower.

Procter & Gamble (NYSE: PG) might not have the best growth rates going these days, but truth be told, I thought the company's Q3 report was acceptable given everything that is going on.

Yes, sales declined by 8%, driven by currency effects. Organic sales, however, increased 1%. Earnings per share increased 2% to 84 cents. This beat Wall Street forecasts by four pennies according to this source.

Procter & Gamble (NYSE: PG) closed at $49.69. PG is scheduled to report Q3 EPS on April 30. PG May option implied volatility is at 33; June is at 31; below its 26-week average of 35 according to Track Data, suggesting decreasing price movement.

Colgate-Palmolive (NYSE: CL) closed at $58.98. CL is scheduled to report Q1 EPS and provide organic growth outlook on April 30. CL May option implied volatility is at 33, June is at 31; below its 26-week average of 34, according to Track Data, suggesting decreasing price movement after EPS.

Option Update is provided by Stock Specialist Paul Foster of theflyonthewall.com

Energizer (NYSE: ENR), the famous battery company that competes with Procter & Gamble (NYSE: PG), reported Q2 earnings earlier today. According to this source, the results beat expectations on an adjusted basis. Energizer earned $1.12 per share. Analysts thought the business would do three pennies less.

Revenues, however, didn't fare so well. They fell 7%. Not only did the economy affect sales, but the dreaded currency-translation phantom that has been haunting the top lines of all businesses that are exposed to international transactions made its dreaded appearance on Energizer's earnings report. A conservative stance on the part of retailers and their inventory levels was also mentioned as a negative driver for sales in the release.

TheStreet.com's Jim Cramer says that before you buy into the conventional wisdom, you should consider these counter-arguments.

Sometimes it pays to know the consensus thinking of the big boys, the smart boys who trade every day. So let's detail it before we critique it:

1. Someday the companies that report bad earnings are going to start going down again. This is the Parker Hannifin (NYSE: PH) (Cramer's Take) dilemma I keep alluding to, a company that skyrockets on terrible numbers no matter how you cut it.

2. The market will now recognize that the stress test is a big joke, everything's a phony, and the banks will fold again. Roubini's right; Geithner's a lightweight.

TheStreet.com's Jim Cramer is seeing signs of a coming boom, but he's still being cautious here.

If you had to define the early cycle, if you had to outline what stocks should be soaring coming out of a recession into a boom and which ones should be faltering, you would have to say the action in this market in the last month is the quintessential behavioral pattern.

What are the components of the early cycle? First, it's the homebuilders. As is typical coming out of a recession, the stocks precede the bottom of housing. That's exactly what's happening with the lowest permits and highest affordability and best mortgage rates and massive inventory. Everywhere, except on Wall Street reporting, the bottom is bursting out. When you read the lead story in the Sunday Philadelphia Inquirer, and it is all about the thousands of prospective homebuyers heading south to pick up condos and homes for half of what they were worth two years ago -- or even less -- and you know that virtually no one has broken ground in the Sunshine State in a year, you can bet that the bottom's actually behind us. This housing market has wiped out all but the most stable private builders and even the public ones are merging as we know from Pulte (NYSE: PHM) (Cramer's Take) and Centex (NYSE: CTX) (Cramer's Take). So, in the next cycle, you can see some profitability developing year over year even though the new homes don't have much margin because the foreclosed homes next door are going for a song. And don't believe this won't change the dynamic of future foreclosures. In most areas, rent is higher than the interest on mortgages, so you will find that second or third job needed to stay in your home. The incentive structure's radically different than a year ago.

When a $7 a share biotechnology company like Dendreon Corp. (NASDAQ: DNDN) rockets 200% to over $20 a share in one day, like it did yesterday after reporting successful Phase 3 trials of its prostate cancer drug, investors get interested in any biotech stock under $10.

But before investing in these speculative companies, you should have a clear understanding of how this niche operates. Marketing plays an important role in order for the companies to raise capital, therefore if you are interested in betting on a company's future, you should consider the risk factors and odds of success.

WD-40 (NASDAQ: WDFC), whose consumer-product colleagues include Procter & Gamble (NYSE: PG) and Clorox (NYSE: CLX), issued its second-quarter report on Wednesday after the market closed. The numbers were a bit rusty (yes, the bad pun was on purpose!).

First, we have a big net-sales drop of over 20%. Then, we have a 50% decline in net income, with earnings coming in at 25 cents per share. And finally, we see that the 25-cent per-share number missed estimates by two pennies according to this source. Management blamed the bad results in part on the weak global economy and on currency translations.

Shareholders of Colgate-Palmolive (NYSE: CL) received some not-so-cool news on Wednesday. The consumer-products business was subjected to a downgrade courtesy of Linda Bolton Weiser of Caris & Co. The analyst changed the designation on Colgate-Palmolive from "Buy" to "Above Average." The effects of currency translations is what she's worried about. She believes that they could be a drag on earnings.

If you're a long-term shareholder, I probably wouldn't worry too much about this downgrade. The stock didn't react much to the news, dropping only modestly at the end of the trading session on Wednesday (it was down like 0.3%). Obviously Colgate-Palmolive, like Procter & Gamble (NYSE: PG), Clorox (NYSE: CLX), and Kimberly-Clark (NYSE: KMB), has great potential as a core investment because of its brand portfolio.

Shares of General Mills (NYSE: GIS) are down over 9% in afternoon trading as of this writing. That's a pretty steep drop for a defensive name. The cereal maker's third-quarter report was the catalyst for the sell-off.

What happened?

Costco (NASDAQ: COST), a warehouse club that competes with BJ's Wholesale Club (NYSE: BJ) and Wal-Mart (NYSE: WMT), reported earnings for the second quarter on Wednesday. The company experienced a significant drop in the bottom line. Costco earned 54 cents per share on a diluted basis. That represented a decline of 26%. Analysts thought that 59 cents per share was doable. It wasn't. Net sales dropped 1%. Excluding gasoline and currency effects, same-store sales went up by 5% overall during the quarter (including those items, comps declined 3%).

Well, now, what does this tell us about Costco? It tells us that the whole thesis that people will be looking to save money by shopping at warehouse clubs doesn't necessarily translate into a successful earnings picture. Hey, what can you do? We're in a grand recession. And it's getting worse. Of course, it should be noted that Costco management must strive to work even harder to get people to spend more money in their stores. In fact, BJ's did pretty well with its numbers: Costco's competitor beat the analysts, even after adjustments.