sticker price

noun
1.
the dealer's full asking price of a new automobile as shown on a sticker attached to it and accompanied by an itemized list of the cost of its basic and optional equipment and other charges.
2.
the retailer's full asking price of various other manufactured consumer items; list price.
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Based on the Random House Dictionary, © Random House, Inc. 2014.
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Example sentences
The net prices faced by students are, on average, substantially below the
  sticker price.
Subject to the following limitation, reimbursable amounts are to be the sticker
  price.
The car and the sticker price depend upon the automakers.
Thus loans and grants have filled in the gap between what students or their
  families pay annually and the rising sticker price.
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