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The stock trading can be thought of as a public auction marketplace. Both buyer and seller combine on a cost they each think is fair. Stock price rrs determined by several factors: projected future growth of earnings, the track record of management, overall company earnings, the efficient outlook on the industry company operates in, the company's book value (what the assets of the company are worth), plus much more. Stocks increase in value when these factors are really good. Stocks will fall in value