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to reduce the price―abate the price―lesson the price―lower the price―make it cheaper―take something off the price
(売る方では)to set a price on an article―(買う方では)―offer a price for an article―bid (a price) for an article
the actual value
of a product, the cost price
the act of making a value judgement of something
興行価値.
the monetary value of a thing