Raner, Harris & Chan is a consulting firm that specializes in informatio0n 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. Assume that Minneapolis's sales by major market are: 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 $10,400. Marketing studies indicate that such a campaign would increase sales in the Medical market by $91,000 or increase sales in the Dental market by $78,000. Required: 1-a. Calculate the increased segment margin Medical Dental Increased segment margin