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2. Assume that for the 2003 fiscal year (ending on Feb. 28, 2004),
Seven-Eleven Japan's
Marketing and Sales Expenses is 70% of its Operating Expenses. Use
the information give
in Exhibits la and 1d and the formulas given on pages 49-53 of the
Best book to calculate
Seven-Eleven Japan's Net Marketing Contribution, Marketing ROS,
and Marketing ROI.
How do these numbers compare with Apple's numbers reported in
pages 67-69 of the Best
book? Note that you may derive the company's Operating Expenses
(or SG&As) by using
the following formula: "Operating Income = Gross Profit - Operating
Expenses," which is
similar to the ones given in page 50 of the Best book. (10 points)

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