Manufacturer's Suggested Retail Price - MSRP

You've seen 'em. The maker of those dozen whoopee cushions, which all come in a blue coardboard box, suggested that their dozen fartometers sell for $39.95. That is, they'd sell in a retail store for that price. Mr. Whoopee sold the boxes to the retail stores for $22. That store can do whatever they want with the final price. They can even sell them at a loss. The MSRP is just the manufacturer-suggested price at which a product should/could be sold.

Notice how Ford, GM, and the other auto dealers, for the most part, put up a very high MSRP on their cars? They do that for a reason. They want dealers to be able to mark down the price of the car so that the customers get a bargain...or rather, so that the customers feel like they're getting a bargain.