Recommended Retail Price (RRP), or the manufacturer’s suggested retail price (MSRP), is the price at which a manufacturer suggests that retailers sell a product or service to end customers.
RRP helps maintain consistent pricing throughout different outlets as well as the perceived value of the product. For retailers, it serves as a reference point for pricing decisions, promotions, and discount strategies.
For example, a tour operator might set the RRP of a walking tour at $120. A travel agency could list it at full price but introduce a 20 percent end-of-season discount to boost sales.
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