... 69, 12 9 13 0Marketability, 208Market analysis (in offeringmemorandum), 59Market approach, 86, 15 5 17 0guideline public company method in, 16 0 16 4income approach vs., 10 6 M& amp ;A transactional data method in, 15 6 16 0and ... simulation for managing, 99 10 0real option analysis for managing, 10 0 10 4specific company, 35– 41 in SWOT analysis, 27systematic, 12 4traditional statistical tools for managing, 98Risk analysis, ... approachCost of capital, 11 7 14 1buildup method for determining, 12 6 13 2capital asset pricing model for determining, 12 2 12 5common errors in computation of, 15 2 15 4common stock, cost of, 12 1debt...