list price

from The American Heritage® Dictionary of the English Language, 5th Edition.

• noun A basic published or advertised price, often subject to discount.

from Wiktionary, Creative Commons Attribution/Share-Alike License.

• noun business The retail selling price of an item, as recommended by the manufacturer or retail distributor, or as listed in a catalog.

from WordNet 3.0 Copyright 2006 by Princeton University. All rights reserved.

• noun the selling price of something as stated in a catalogue or price list; often subject to discounts