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Securities dealers see this as the wholesale part of their business. This process of selling the new stock issues to prospective investors in the primary market is called underwrit ing. The securites that they sell are called initial public offerings (IPOs). Dealers usually earn a commission that is built into the price of the security offering, that is, it is not apparent unless you read the prospectus in detail.
This is contrasted with the retail part of the business, which is acting as an intermediary between buyers and sellers of securities in the secondary market.
See also: Initial public offering, Aftermarket