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Chapter 14
Chapter 14
Investing in Stocks
Copyright © 2020 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.
Chapter 14
Learning Objectives
LO14-1 Identify the most important features of common
and preferred stocks.
LO14-2 Explain how you can evaluate stock investments.
LO14-3 Analyze the numerical measures that cause a stock
to increase or decrease in value.
LO14-4 Describe how stocks are bought and sold.
LO14-5 Explain the trading techniques used by long-term
investors and short-term speculators.
14-2
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Common and Preferred Stocks
LO14-1:
Identify the most important features of common and
preferred stocks.
14-3
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Why Corporations Issue Common
Stock (1 of 2)
• To finance their business start-up costs and help pay
for expansion and their ongoing business activities.
• A Form of Equity
- They don’t have to repay the money a
stockholder pays for stock and the company does
not have to buy back shares from stockholders.
- The stockholder may sell a share of stock to
another investor.
14-4
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Why Corporations Issue
Common Stock (2 of 2)
• Dividends Not Mandatory
- Dividends are paid out of profits, and dividend
payments must be approved by the board of directors.
- Most corporations distribute 30-70% of their earnings
to stockholders.
• Voting Rights and Control of the Company
- In return for investing in the company, stockholders
have voting rights.
- Common stockholders elect board of directors and must
approve major policy changes.
14-5
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Why Investors Purchase
Common Stock
• Investors want the larger returns that stocks offer, even though
they are aware of the potential for losses.
• How do you make money by buying common stock?
- Income from dividends in the form of cash, additional
stock, or company products
- Dollar appreciation of stock value
- Possible increased value from Stock Splits
• A stock split happens when the shares owned by
existing stockholders are divided into a larger number
of shares.
14-6
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Preferred Stock (1 of 2)
• Investors in preferred stocks receive cash dividends
before common stockholders are paid any cash
dividends.
• A “middle” investment between common stock
(ownership position for the stockholder) and corporate
bonds (lender position for the bondholder).
• The dollar amount of the dividend is known before the
stock is purchased.
14-7
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Preferred Stock (2 of 2)
• Preferred stock dividends are less secure than interest on
corporate bonds.
• Compared to common stocks, preferred stocks are safer
investments that offer more secure dividends.
• More predictable source of income than with common
stock investments.
14-8
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Evaluating a Stock Issue
LO14-2:
Explain how you can evaluate stock investments.
14-9
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The Internet
14-10
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Stock Advisory Services
• Provide both printed and online materials to evaluate
potential stock investments.
• Charge a fee
• Hundreds to choose from:
- Standard and Poor’s
- Value Line
- Morningstar
• As an investor, your job is to interpret the information
provided and decide whether the company’s stock is a
good investment.
14-11
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Newspaper Coverage and Corporate
News (1 of 2)
• Stock quotes are still available in some metropolitan
newspapers and The Wall Street Journal.
• Basic information is provided:
- Name of company
- Stock symbol
- Price information
14-12
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Newspaper Coverage and Corporate
News (2 of 2)
• The Federal government requires corporations selling
new issues of securities to disclose information to the
public in a prospectus.
• Information must be periodically reported to the SEC.
This information can be viewed at their website (SEC).
• Use an annual report to:
- Learn about the company and management.
- Learn about goals and past performance.
14-13
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Numerical Measures that Influence
Investment Decisions
LO14-3:
Analyze the numerical measures that cause a stock to
increase or decrease in value.
• WHY CORPORATE EARNINGS ARE IMPORTANT
– Corporate earnings play a large part in the increase or
decrease in the price of a stock.
– Earnings per share (EPS) are the corporation’s after-tax
income divided by the number of outstanding shares of
common stock. An increase in earnings is generally a
healthy sign.
– Price-earnings (P-E) ratio is the price per share divided by
the earnings per share.
14-14
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Earnings per Share
• Example: Home Depot
Assume that in a recent year, Home Depot has after-tax
earnings of $6,345 million. Also assume that Home Depot
has issued 1,346 million shares of common stock. This
means Home Depot’s earnings per share are $4.71, as
illustrated below.
14-16
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Total Return Calculations
14-17
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Beta and Book Value Calculations
• Beta
– Compares volatility associated with a specific stock
with the volatility of an index, such as the S&P 500
Stock Index.
Volatility for a stock =
Increase in overall market × Beta for a specific stock
14-18
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Market-to-Book Calculation
• Market-to-Book Ratio
Market value per share
Book value per share
– A low market-to-book ratio may indicate an
undervalued stock.
– A high market-to-book ratio may indicate an
overvalued stock.
14-19
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Investment Theories (1 of 3)
• Fundamental Analysis
– Based on the assumption that a stock’s intrinsic or
real value is determined by the company’s future
earnings.
– Fundamentalists consider the…
• Expected earnings
• Financial strength of the company
• Type of industry company is in
• New product development
• Economic growth of the overall economy
14-20
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Investment Theories (2 of 3)
• Technical Analysis
– Based on the assumption that a stock’s market value is
determined by the forces of supply and demand in the stock
market as a whole.
– Not based on expected earnings or the intrinsic value of a
stock but rather on the assumption that past market trends
can predict the future direction for the market as a whole.
– Chartists plot past price movements and other market
averages to observe trends they use to predict a stock’s
future value.
14-21
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Investment Theories (3 of 3)
14-22
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Buying and Selling Stocks
LO14-4:
Describe how stocks are bought and sold.
• PRIMARY MARKET
– A market in which an investor purchases financial securities
through an investment bank, or other representative, from
the issuer of those securities.
– An investment bank is a financial firm that assists
corporations in raising funds, usually by helping to sell new
security issues.
– An IPO (initial public offering) occurs when a corporation
sells stock to the general public for the first time.
14-23
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Secondary Markets for Stocks (1 of 2)
• SECONDARY MARKET
– A market for existing financial securities that are currently
traded among investors through brokers.
• SECURITIES EXCHANGES
– A marketplace where member brokers who represent
investors meet to buy and sell securities.
– The securities sold at an exchange must first be listed, or
accepted for trading, at the exchange.
– New York Stock Exchange, Regional Exchanges, or Foreign
Security Exchanges
• A specialist buys or sells a particular stock in an effort to
maintain an orderly market.
14-24
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Secondary Markets for Stocks (2 of 2)
14-25
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Account Executives
• An account executive, or stockbroker, is a licensed
individual who buys or sells securities for his or her
clients.
• Even though an account executive should help you
develop your investment program, you as the investor
should be actively involved in the investment decisions.
• Generally, account executives are not liable for client
losses that result from their recommendations.
14-26
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Brokerage Firms (1 of 2)
• Full-Service, Discount, or Online Brokerage Firm
- Can you buy or sell stocks online or over the phone?
- How easy is it to use the firm’s website and what
services are available online?
- Where is the nearest office located?
- Does the firm have a toll-free phone number?
- Is there a charge for statements, research reports, and
other financial reports?
- What are the fees, charges, and commissions?
14-27
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Brokerage Firms (2 of 2)
14-28
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Commission Charges
14-29
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Completing Stock Transactions
14-30
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Long-Term Investment Strategies
LO14-5:
Explain the trading techniques used by long-term
investors and short-term speculators.
• LONG-TERM TECHNIQUES
– Buy-and-Hold
– Dollar Cost Averaging
– Direct Investment and Dividend Reinvestment Plans
14-31
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Short-Term Investment Strategies
• SHORT-TERM TECHNIQUES
– Day Trading
– Buying Stock on Margin (borrowing money)
– Selling Short (borrowing stock)
– Trading in Options (predetermined price)
14-32
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