CH 3

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Security analysts spend a lot of time forecasting future earnings, particularly for the

coming year. A PE ratio that is based on estimated future earnings is called a forward PE
ratio. For example, suppose you felt that Inactivision’s earnings for the coming year were
going to be $2.50, reflecting the growing popularity of the company’s World of Slackcraft
massively multiplayer online role-playing game (MMORPG). In this case, if the current
stock price is $40, the forward PE ratio is $40/$2.50 = 16.
Finally, notice that your benchmark PE of 20 applies to earnings over the previous year. If
earnings over the coming year turn out to be $2.50, then the stock price one year from today
should be 20 × $2.50 = $50. Forecast prices such as this one are often called target prices.
Often we will be interested in valuing newer companies that both don’t pay dividends
and are not yet profitable, meaning that earnings are negative. What do we do then? One
answer is to use the price-sales ratio, which we also introduced in Chapter 3. As the name
suggests, this ratio is the price per share on the stock divided by sales per share. You use
this ratio just like you use the PE ratio, except you use sales per share instead of earnings
per share. As with PE ratios

anything you don't regard as highly.

We must ascertain how much value is produced in an exchange in order to determine

The reserve price of each party, i.e., the highest price the buyer is ready to pay and the

the vendor will take at the very least. Take bread as an example and suppose you value it.

You would just not care whether you paid $6.50 for the loaf at that price.

of bread while maintaining your m

$5.00 goes to you ($6.50 $5.00) and $2.50 goes to the baker ($5.00 $2.50).

Now include a negotiating element in. The baker has established a cost.

of $5. Even though you desire the bread, you think you can do better. You hope to start the bargaining
by getting it for $2.

In most transactions, value is produced for both parties.

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