Fair price

suitable or proper price, reasonable price

Fair value, also called fair price, is a concept used in finance and economics, defined as a rational and unbiased estimate of the potential market price of a good, service, or asset, taking into account such factors as:relative scarcityperceived utility (economist's term for subjective value based on personal needs)risk characteristics replacement costs, or costs of close substitutesproduction/distribution costs, including a cost of capital
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The equilibrium price for futures contracts. Also called the theoretical futures price, which equals the spot price continuously compounded  at the cost of carry rate for some time interval.