Identify and write out the equations for four profitability ratios. Why is the basic earning power ratio useful? Why does the use of debt lower ROA? What does ROE measure? A company has $200 billion of sales and $10 billion of net income. Its total assets are $100 billion, financed half by debt and half by common equity. What is its profit margin? (5%) What is its ROA? (10%) What is its ROE? (20%) Would ROA increase if the firm used less leverage? (Yes) Would ROE increase?