List price

Common card · No. 328474

The list price, also known as the manufacturer's suggested retail price (MSRP), or the recommended retail price (RRP), or the suggested retail price (SRP) of a product is the price at which its manufacturer notionally recommends that a retailer sell the product. Minimum advertised price, or MAP, refers to the lowest price a retailer is allowed to advertise a product for sale, based on policies set by manufacturers or distributors to maintain brand identity and to ensure that retailers do not advertise or sell their products at excessively low prices, which can lead to several issues such as brand devaluation, price erosion, and unfair competition. Suggested pricing methods may conflict with competition theory, as they allow prices to be set higher than would be established by supply and demand. Resale price maintenance—fixing prices—goes further than suggesting prices, and is illegal in many countries. Retailers may charge less than the suggested retail price, depending upon the actual...

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