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 statement 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 Market Minneapolis Medical Dental $818,eee 1886 $540, eee 1886 $270,eee 100% 486, eee 686 351, eee 65% 135, eee 586 324, eee 485 189, eee 35% 135,800 5606 97,200 % 12% 27,eee 5% 70,20 26% 226,800 266 $162, cee 38 $ 64,800 24% 24,30 $2e2,500 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 $10.800. Marketing studies Indicate that such a campaign would increase sales in the Medical market by $94.500 or increase sales in the Dental market by $81.000. 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 campaign in the Medical Market? Company's profits by Required 1 Required 2 >