Herriot Co

question 96

Essay

Herriot Co. has total fixed costs of $180,000 and a contribution margin ratio of 40%. Assume that an additional advertising expenditure of $4,000 would increase sales by $8,000. Should the company spend this additional amount on advertising? (Support your answer with calculations.)

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Definitions:

Economic Efficiency

A condition in which all resources are optimally distributed to serve each individual or entity in the best way while minimizing waste and inefficiency.

Entry Barriers

Obstacles that make it difficult for new firms to enter a market, including high start-up costs, stringent regulations, and strong incumbent competition.

Brand Loyalty

The tendency of consumers to continuously purchase one brand's products over competing brands due to preference or satisfaction.

Monopoly Power

The ability of a single producer or seller in a market to control prices and exclude competition, often leading to less choice and higher prices for consumers.