2-13 Calculate profit margin, net marketing contribution, mar- keting return on sales (or marketing ROS), and marketing return on investment (or marketing ROI) for both com- panies. Which company is performing better? (AACSB: Communication; Use of IT; Analytic Thinking) con identity people in a matter of seconds, enabling these atates to quash dissent, Although the United States may have anetions against U.S.-based companies selling products to these goverrinments, others may not, resulting in their.country's products, as well as U.S.-based products, getting into the hands of oppressive regimes. 2-12 Marketing by the Numbers McDonald's vs. Burger Kic in 2013, McDonald's reported profits of almost $6 billion on sales of $28 billion. For that same periocd, Burger King posted a profit of almost $234 million on sales of $1.1 billion. So McDonald's 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 those sales and profits. Appendix 2, Marketing by the Numbers, discusses other marketing profitability measures beyond the return on marketing investment (marketing ROI) mea- sure described in this chapter. Review the Appendix to answer the questions using the following information from McDonald's and Burger King's incomes statements (all numbers are in thousands): 2-1 2- McDonald's Burger King Sales $28,105,700 $1,146,300 $ 951,000 $ 321,600 $ 233,700 Gross Profit $10,902,700 Marketing Expenses Net Income (Profit) $ 1,600,500 $ 5,585,900 Video Case OXO You minht lu 2-13 Calculate profit margin, net marketing contribution, mar- keting return on sales (or marketing ROS), and marketing return on investment (or marketing ROI) for both com- panies. Which company is performing better? (AACSB: Communication; Use of IT; Analytic Thinking) con identity people in a matter of seconds, enabling these atates to quash dissent, Although the United States may have anetions against U.S.-based companies selling products to these goverrinments, others may not, resulting in their.country's products, as well as U.S.-based products, getting into the hands of oppressive regimes. 2-12 Marketing by the Numbers McDonald's vs. Burger Kic in 2013, McDonald's reported profits of almost $6 billion on sales of $28 billion. For that same periocd, Burger King posted a profit of almost $234 million on sales of $1.1 billion. So McDonald's 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 those sales and profits. Appendix 2, Marketing by the Numbers, discusses other marketing profitability measures beyond the return on marketing investment (marketing ROI) mea- sure described in this chapter. Review the Appendix to answer the questions using the following information from McDonald's and Burger King's incomes statements (all numbers are in thousands): 2-1 2- McDonald's Burger King Sales $28,105,700 $1,146,300 $ 951,000 $ 321,600 $ 233,700 Gross Profit $10,902,700 Marketing Expenses Net Income (Profit) $ 1,600,500 $ 5,585,900 Video Case OXO You minht lu