An option is a derivative contract that gives the purchaser the right, but not the obligation, to buy or sell an asset at a certain price.

期权是一种只给买方带来权利，而不需买方承担义务，使其可在未来以某一确定价格买卖资产的衍生品。

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The price must be legible to a purchaser.

价格要写得清楚些，让买家一眼能辨认出。

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Such a reputation creates a consumer franchise that allows the value of the product to the purchaser, rather than its production cost, to be the major determinant of selling price.

这种声誉创造出了一个消费者特许经营权。这让产品对购买者的价值，而不是产品的生产成本，成为了决定销售价格的主要决定性因素。

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Option-writing, an activity that insures the purchaser against asset-price movements, creates a particular danger.

ECONOMIST: Buttonwood

Antos says that's because while in a real market a bigger purchaser gets a better price, Medicare isn't a real market.

NPR: Democrats to Push for Medicare Changes

"As long as there is sufficient demand, as long as a potential purchaser recognizes and is interested in an object, the price is secondary, " says Emile Garcin broker David Stanley.

FORBES: Real Estate