Raner, Harris & Chan is a consulting firm that specializes in information systems for medical and dental clinics. The firm has two offices -one in Chicago and one in Minneapolis. The firm classifies the direct costs of consulting jobs as variable costs. A contribution format segmented income statertient for the company's most recent year is given: Assume that Minneapolis' sales by major market are: Sales Variable expenses Contribution margin Traceable fixed expenses Market segment margin Common fixed expenses not traceable to markets Office segment margin Minneapolis $330, cae 180% 198, nae Gex 132,038 40% 39.638 129 92,49 28 Market Medical Dental $220,000 108% $110,000 180% 143, aea 65% 55,608 56% 77,800 35% 55,080 50% 11.9 5 % 28,608 26% $ 66,800 38% $ 26,180 24% 9,900 $ 82,5a 3% 25% The company would like to initiate an intensive advertising campaign in one of the two market segments during the next month. The campaign would cost $4,400. Marketing studies indicate that such a campaign would increase sales in the Medical market by $38,500 or increase sales in the Dental market by $33,000. Required: 1. How much would the company's profits increase (decrease) if it implemented the advertising campaign in the Medical Market? 2. How much would the company's profits increase (decrease) if it implemented the advertising campaign in the Dental Market? 3. In which of the markets would you recommend that the company focus its advertising campaign? Complete this question by entering your answers in the tabs below. Required 1 Required 2 Required 3 How much would the company's profits Increase (decrease) If It Implemented the advertising campalgn In the Medical Market? Company's profits increase by Required 1 Required 2 > Required i Required 2 Required 3 How much would the company's profits Increase (decrease) If it Implemented the advertising campaign in the Dental Market? Company's profits increase by