What is book value, market capitalization and enterprise value? Damodaran calls goodwill a plug value. What does he mean? Discuss why a firms book value may differ significantly from its market capitalization or enterprise value How would you estimate the value of intangibles for a company? Identify 3-4 factors that could cause the market cap to greatly exceed book value (e.g. intangibles). How or why should book value impact the valuation of a firm? When might you use book value as a measure of a firms value? Discuss how balance sheets items could affect your valuation of a firm. Provide examples.