Gator, inc. has a 42% share of the $300 million market for gator t-shirts. however, they feel they can do better. after doing research, they found the gator t-shirt industry as a whole spends $50 million a year in marketing efforts. gator, inc. knows its own gross margin is $14.7 million for the year. not satisfied with their 42% share, they decide to try to obtain 45% of the market. is it worth the effort for gator, inc. to attempt the increase in market share, and how much gross margin do they gain or lose in the effort assuming they are successful?