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of a product, the cost price
to reduce the price―abate the price―lesson the price―lower the price―make it cheaper―take something off the price
the actual value
The price rises―The price goes up―The article rises in price―advances in price―appreciates.
to estimate the value (of an article)
(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 magnetic moment