The term "going price" refers to the current market price of a product or service. There are several synonyms that can be used to describe this concept including market rate, prevailing rate, standard rate, market price, average price, and fair market value. These terms are often used interchangeably to describe the price that is currently being paid for a particular item in a given market. It is important for businesses and consumers to be aware of the going price of items so that they can make informed decisions about pricing, buying, and selling. Understanding the nuances of these synonyms can help people navigate the complexities of pricing in a competitive market.