Lets examine three companies within the Personal Computer Systems industry. Use the chart below to answer the following questions. Stock symbols are shown in parentheses.

Personal Computer Systems Industry FYE 2011	Industry Average	Apple Computer (AAPL)	DELL (DELL)	Hewlett Packard (HPQ)
Return on Sales (ROS)	12.1%	25.9%	6.5%	5.0%
Asset Turnover (Asset TO)	1.0	1.1	0.8	1.7
Return on Assets (ROA)	24.2%	20.2%	3.4%	7.2%
Gross Profit Margin (GP%)	37.3%	41.8%	31.2%	21.1%

1. For AAPL, profits were ______ cents of each revenue dollar.

2. while ____cents of each revenue dollar were used to pay for the costs of running the business.

3. One measure of sales volume is the __________ ratio.

• A. ROS
• B. Asset Turnover
• C. ROA

4. Companies invest in assets to generate additional revenue, to increase net income. HPQ earned _____ cent(s) in profit from each dollar invested in assets.

5. Is a company with a greater ROA ratio using assets more efficiently to generate profits than a company with a lower ROA ratio?

• A. Yes
• B. No
• C. Cant tell

6. This is because ROA __________ comparable within industries.

• A. is
• B. is not