Required Information [The following information applies to the questions displayed below) Raner, Harris and 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: Sales Variable expenses Contribution margin Traceable Fixed expenses office segment argin Comeon Fixed expenses not traceable to offices Net operating income Assume that Minneapolis' sales by major market are: OFFICE Total Company $504,000 252,eee 10 Sex 252,000 SEX 141,120 20% Chicago $ 168,000 10 se,40 117,600 225 76,560 14% $ 40,320 87,368 $30,240 185 30% 70% 52% Minneapolis $336,000 1801 201,600 60% 134,400 40% 53,760 $80,00 16% 24% Parkit Sales Variable expenses Contribution margin Traceable fixed expenses Office segent margin Common fixed expenses not traceable to offices Net operating income Rinneapolis $335,000 100% 201,600 60% 134,400 Medical $224,000 100% $112,000 100% 143,350 64% 80,648 36% 36,968 11% 13,440 6% 97,440 29% $ 67,200 30% Dental 58,240 52% 53,760 48% 23,520 21% 16,800 $ 80,640 24 x $ 30,240 27% 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 $5,600. Marketing studies indicate that such a campaign would increase sales in the Medical market by $44,800 or increase sales in the Dental market by $39,200 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 D C. REQUREDS Required 2 > 13