CHAPTER 3
How Securities are Traded
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Chapter Overview
• How firms issue securities
– Primary vs. secondary market
– Privately held vs. publicly traded companies
– Initial public offerings
• Market transactions
– Short selling and buying on margin
• Rise of electronic trading and globalization
of stock markets
• Market regulation
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How Firms Issue Securities
(1 of 6)
• Primary Market
– Market for newly-issued securities
– Firms issue new securities through
underwriter to public
• Secondary Market
– Investors trade previously issued securities
among themselves
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How Firms Issue Securities
(2 of 6)
• Privately Held Firms
– Up to 499 shareholders
– Raise funds through private placement
– Lower liquidity of shares
– Fewer obligations to release financial
statements
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How Firms Issue Securities
(3 of 6)
• Publicly Traded Companies
– Public offerings are marketed by underwriters
• Initial Public Offering: Underwriters help sell to
institutional investors and individual investors.
• Seasoned equity offering: Issue of additional
securities by an established company.
– Registration must be filed with the SEC
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Relationship Among a Firm Issuing Securities, the
Underwriters, and the Public
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How Firms Issue Securities
(4 of 6)
• Shelf Registration
– SEC Rule 415: Allows stocks to be registered
for sale in the coming two years. Timing is
adjustable.
– Shares can be sold on short notice and in
small amounts without incurring high
floatation costs
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How Firms Issue Securities
(5 of 6)
• Initial Public Offerings
– Road shows to publicize new offering
– Bookbuilding to determine demand
– Degree of investor interest provides valuable
pricing information
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How Firms Issue Securities
(6 of 6)
• Initial Public Offerings
– Underwriter bears price risk:
• Underwriters typically provide a guarantee to
the firm to sell a specific quantity of stock.
• Underwriters can provide a guarantee
minimum price.
• IPOs are commonly thought to be underpriced
compared to the price they could be marketed
• Some IPOs are well overpriced
• Others cannot even fully be sold
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Figure 3.3 Long-term Relative Performance of
Initial Public Offerings
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How Securities are Traded
Types of Markets:
• Direct search
– Buyers and sellers seek each other
• Brokered markets
– Brokers search out buyers and sellers
• Dealer markets
– Dealers have inventories of assets from which
they buy and sell
• Auction markets
– Traders converge at one place to trade
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Bid and Asked Prices
Bid Price Ask Price
• Bids are offers to buy • Asked prices are sell offers
• In dealer markets, the bid • In dealer markets, the
price is the price at which asked price is the price at
the dealer is willing to buy which the dealer is willing
to sell
• Investors “sell to the bid”
• Investors must pay the
asked price to buy the
security
Bid-asked spread is the profit for making a market in a security
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Types of Orders
• Market Order:
– Executed immediately
– Trader receives current market price
• Price-Contingent Order:
– Traders specify buying or selling price
• A large order may be filled at multiple
prices
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Price-Contingent Orders
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Price-Contingent Order:
Example
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Trading Mechanisms
• Dealer markets
• Electronic communication networks
(ECNs)
– True trading systems that can
automatically execute orders
• Specialists markets
– maintain a “fair and orderly market”
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The Rise of Electronic Trading
(1 of 2)
• 1975: Elimination of fixed commissions on
the NYSE
• 1994: New order-handling rules on
NASDAQ, leading to narrower bid-ask
spreads
• 1997: Reduction of minimum tick size from
one-eighth to one-sixteenth
• 2000s: In the US, the share of electronic
trading rose from 16% to 80% in 2000s
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The Rise of Electronic Trading
(2 of 2)
• 2000: Emergence of NASDAQ Stock
Market
• 2001: Reduction of minimum tick size from
one-sixteenth to 1 cent
• 2006: NYSE is renamed to NYSE Arca
after acquiring the electronic Archipelago
Exchange
• 2007: Creation of National Market System
(NMS) to link exchanges electronically
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The Effective Spread Fell Dramatically as
the Minimum Tick Size Fell
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U.S. Markets:
NYSE
• The New York Stock Exchange
– The largest U.S. stock exchange *
– Automatic electronic trading runs side-by-side
with broker/specialist system
* as measured by the value of the stocks listed on the exchange
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U.S. Markets:
NASDAQ
• NASDAQ
– Lists about 3,000 firms
– Originally a dealer market with a price
quotation system
– Today, NASDAQ’s Market Center offers a
sophisticated electronic trading platform with
automatic trade execution
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U.S. Markets:
ECNs
• ECNs (Electronic Communication Network)
– Private computer networks that link buyers with
sellers for automated order execution over
multiple exchanges
– Compete in terms of the speed they can offer
• Latency: The time that elapses from the moment a
signal is sent until received by recipient.
– Major ECNs include Direct Edge, BATS, and
NYSE Arca
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New Trading Strategies
(1 of 2)
• Algorithmic Trading: A method of executing
large order using automated pre-
programmed trading instructions.
• High-Frequency Trading: Algorithmic
trading at high speeds, high turnover
rates, and high order-to-trade ratios.
• Dark Pools: Alternative trading systems,
private, for trading securities and other
financial instruments.
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New Trading Strategies
(2 of 2)
• Bond Trading
– Most bond trading takes place in the OTC
market among bond dealers
– NYSE Bonds is the largest centralized bond
market of any U.S. exchange
– Market for many bond issues is “thin” and is
subject to liquidity risk
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Globalization of Stock Markets
• Widespread alliances and mergers
– NYSE acquired Archipelago (ECN), American
Stock Exchange, and merged with Euronext
– International Exchange (ICE) acquired NYSE
Euronext
– NASDAQ acquired Instinet/INET (ECN), Boston
Stock Exchange, and merged with OMX to form
NASDAQ OMX Group
– Chicago Mercantile Exchange acquired Chicago
Board of Trade and New York Mercantile
Exchange
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The Biggest Stock Markets in the World
by Domestic Market Capitalization (2015)
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Trading Costs
1. Brokerage Commission: fee paid to broker
for making the transaction
– Explicit cost of trading
– Full Service vs. Discount brokerage
2. Spread: Difference between the bid and
asked prices
– Implicit cost of trading
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Buying on Margin
• Borrowing part of the total purchase
price of a position using a loan from a
broker.
• Investor contributes the remaining
portion.
• Margin refers to the percentage or
amount contributed by the investor.
• You profit when the stock appreciates.
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Buying on Margin (Ctd.)
• Initial margin is set by the Fed
– Currently 50%
• Maintenance margin
– Minimum equity that must be kept in the
margin account
– Margin call if value of securities falls too much
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Margin Trading:
Initial Conditions Example 3.1
Share price $100
60% Initial Margin
40% Maintenance Margin
100 Shares Purchased
Initial Position
Stock $10,000 Borrowed $4,000
Equity $6,000
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Maintenance Margin Example 3.1
Stock price falls to $70 per share
New Position
Stock $7,000 Borrowed $4,000
Equity $3,000
Margin% = $3,000/$7,000 = 43%
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Margin Call Example 3.2
How far can the stock price fall before a
margin call? Let maintenance margin = 30%
Equity = 100P - $4000
Percentage margin = (100P - $4,000) / 100P
(100P - $4,000) / 100P = 0.30
Solve to find:
P = $57.14
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Table 3.4 Illustration of Buying Stock
on Margin
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Short Sales
• Purpose: to profit from a decline in the
price of a stock or security
• Mechanics
– Borrow stock through a dealer
– Sell it and deposit proceeds and
margin in an account
– Closing out the position: buy the stock
and return to the party from which it
was borrowed
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Short Sale Mechanics
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Short Sale:
Initial Conditions Example 3.3
Dot Bomb 1000 Shares
50% Initial Margin
30% Maintenance Margin
$100 Initial Price
Sale Proceeds $100,000
Margin & Equity $50,000
Stock Owed 1000 shares
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Example 3.3 (Ctd.)
Dot Bomb falls to $70 per share
Assets Liabilities
$100,000 (sale proceeds) $70,000 (buy shares)
$50,000 (initial margin)
Equity
$80,000
Profit = ending equity – beginning equity
= $80,000 - $50,000 = $30,000
= decline in share price x number of shares sold short
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Short Sale - Margin Call
How much can the stock price rise before a
margin call?
($150,000* - 1000P) / (1000P) = 30%
P = $115.38
* Initial margin plus sale proceeds
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Regulation of Securities Markets
• Major regulations:
– Securities Act of 1933
– Securities Act of 1934
– Securities Investor Protection Act of 1970
• Self-Regulation
– Financial Industry Regulatory Authority
– CFA Institute standards of professional
conduct
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Regulation of Securities Markets (Ctd.)
• Sarbanes-Oxley Act
– Public Company Accounting Oversight
Board
– Independent financial experts to serve
on audit committees of boards of
directors
– CEOs and CFOs personally certify firms’
financial reports
– Boards must have independent directors
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Insider Trading
• Officers, directors, major stockholders
must report all transactions in firm’s stock
• Insiders do exploit their knowledge
– Jaffe study:
– Inside buyers>inside sellers = stock does
well
– Inside sellers>inside buyers = stock does
poorly
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