What is the difference between fair market value and preferred price when determining the value of a product or service?

The fair market value is the price at which a product or service would be sold between a willing buyer and a willing seller in an open market. Preferred price, on the other hand, is a price that is set by the seller based on their own criteria, such as cost, profit margin, or brand positioning. The preferred price may not always align with the fair market value.