In terms of pricing principles, why do rental companies often display the retail price alongside the rental price for products they feature?

Marketing
20th Edition
ISBN:9780357033791
Author:Pride, William M
Publisher:Pride, William M
Chapter20: Setting Prices
Section: Chapter Questions
Problem 2DRQ
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In terms of pricing principles, why do rental companies
often display the retail price alongside the rental price
for products they feature?

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