Final answer:
The markup on a $120 item with a 40% markup rate is calculated by converting the percentage to a decimal (0.40) and then multiplying it by the cost price, resulting in a $48 markup.
Step-by-step explanation:
To find the markup on an item that costs a retailer $120 with a 40% markup rate, we need to first convert the percent to a decimal. Thus, 40% becomes 0.40. The markup can then be calculated by multiplying the cost price by the decimal markup rate.
Markup equation: Markup = Cost Price × Markup Rate
Using the figures given: Markup = $120 × 0.40 = $48.
Therefore, the retailer's markup on the item is $48.