ul.prod.mheducation.com/epub/sn_20d88/data-uuid-8aa6fce2a37a4898a0edfbf84be78b6a < > EXERCISE 4-17 Working with a Segmented Income Statement LO4-4 Refer to the data in Exercise 4-16. Assume that Minneapolis' sales by major market are: Aa 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 $5,000. Marketing studies indicate that such a campaign would increase sales in the Medical market by $40,000 or increase sales in the Dental market by $35,000. Page 2091 Market Minneapolis Medical Dental Sales Variable expenses $300,000 100% $200,000 100% $100,000 100% 180,000 60% 128,000 64% $2,000 52% Contribution margin 120,000 40% 72,000 36% 48,000 48% Traceable fixed expenses 33,000 11% 12,000 6% 21,000 21% Market segment margin 87,000 29% $ 60,000 30% $ 27,000 27% Common fixed expenses not traceable to markets 15,000 5% Office segment margin $ 72,000 24% 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? 21 L tv ANT MacBook Pro next month. The campaign would cost $5,000. Marketing studies indicate that such a campaign would increase sales in the Medical market by $40,000 or increase sales in the Dental market by $35,000. Aa Page 209 Market Sales Variable expenses Contribution margin Traceable fixed expenses. Minneapolis $300,000 Medical Dental 100% $200,000 100% $100,000 100% 180.000 120,000 40% 11% 60% 72,000 128,000 64% 36% 52,000 52% 48,000 48% Market segment margin Common fixed expenses not traceable to markets 33,000 87,000 29% 15,000 5% 12,000 6% 21,000 21% $ 60,000 30% $ 27,000 27% Office segment margin $ 72,000 24% 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? 4. In Exercise 4-16, Minneapolis shows $48,000 in traceable fixed expenses. What happened to the $48.000 in this exercise? FER 21 MacBook Pro tv All