ðə mˈɑːɹkɪŋ ˈɔːlsoʊ sˈɜːvz tə pɹɪvˈɛnt ðə ɹˈiːteɪlɚ fɹʌm ɐtˈɛmptɪŋ tə sˈɛl ðə dɪskˈaʊntᵻd ˈaɪɾəm æt ðɪ ɚɹˈɪdʒɪnəl fˈʊl pɹˈaɪs.
The marking also serves to prevent the retailer from attempting to sell the discounted item at the original full price.