Unit Rate
It's given it costs $43 to rent a bike for 9 hours.
Unit rating allows us to find the relation between variables as a number per unit.
If we divide $43/9 we have $4.78 per hour. This means each hour costs $4.78 to rent a bike.
If we divide 9/$43 we get 0.21 hours per dollar. This means at Smith's Bike Rentals you get 0.21 hours of bike per dollar.