asking price

noun
the price originally demanded by the seller, as before any reduction resulting from bargaining, discount, etc.

Origin:
1745–55

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Based on the Random House Dictionary, © Random House, Inc. 2014.
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World English Dictionary
asking price
 
n
the price suggested by a seller but usually considered to be subject to bargaining

Collins English Dictionary - Complete & Unabridged 10th Edition
2009 © William Collins Sons & Co. Ltd. 1979, 1986 © HarperCollins
Publishers 1998, 2000, 2003, 2005, 2006, 2007, 2009
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Example sentences
But he did have to bring in partners and cash from his extensive properties
  around the city to meet the asking price.
If that is really the legitimate model, the asking price seems about right.
We emptied it out and painted it and sold it for over asking price.
Center operates from seller-owned building, asking price for building is
  balance on mortgage.
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