For many years, Pharmacare has used gross margin percentage [(Revenue – Cost of goods sold) ÷
Revenue] to evaluate the relative profitability of its market segments. But, Flair recently attended a seminar
on activity-based costing and is considering using it at Pharmacare to analyze and allocate “other operating
costs.” He meets with all the key managers and several of his operations and sales staff and they agree
that there are five key activities that drive other operating costs at Pharmacare: