For the period ending January 20XX, Walmart reported profits of almost $16 billion on sales of just under $450 billion. For that same period, Target posted a profit of $3 billion on sales of almost $70 billion. Walmart is a better marketer, right? Sales and profits provide information to compare the profitability of these two competitors, but between these numbers is information regarding the efficiency of marketing efforts in creating these sales and profits. Appendix 2 in your textbook, Marketing by the Numbers, discusses other marketing profitability measures beyond the marketing return on investment (Marketing ROI) measure described in Chapter 2. Review the Appendix to answer the questions using the following information from Walmarts and Targets income statements (all numbers are in thousands):