Raner, Harris & Chan is a consulting firm that specializes in information systems for medical and dental clinics. The firm has two officesone 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 companys most recent year is given:

Assume that Minneapolis sales by major market are:

					Market
	Minneapolis				Medical				Dental
Sales	$	900,000	100	%	$	600,000	100	%	$	300,000	100	%
Variable expenses		540,000	60	%		390,000	65	%		150,000	50	%
Contribution margin		360,000	40	%		210,000	35	%		150,000	50	%
Traceable fixed expenses		108,000	12	%		30,000	5	%		78,000	26	%
Market segment margin		252,000	28	%	$	180,000	30	%	$	72,000	24	%
Common fixed expenses not traceable to markets		27,000	3	%
Office segment margin	$	225,000	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 $12,000. Marketing studies indicate that such a campaign would increase sales in the Medical market by $105,000 or increase sales in the Dental market by $90,000.

Required:

1. How much would the company's profits increase (decrease) if it implemented the advertising campaign in the Medical Market?

Company's profits

by

2. How much would the company's profits increase (decrease) if it implemented the advertising campaign in the Dental Market?

Company's profits

by

3. In which of the markets would you recommend that the company focus its advertising campaign?

Medical or Dental?