i don't have a 9z or its manual but even Futaba calls it primary rate, ATV/End Point are the maximum deflection that channel can go regardless if it's just a control input or an input plus a mix, the AFR is the same 'primary rate' that the master channel will move that channel and that rate will remain constant (even with an added mix or offset) unless it tries to exceed an end point setting at which point the end point overrides it and will not allow a higher deflection.
EDIT: this is from Futaba's website and in reply to a 9z related FAQ
Radio System FAQ
Please explain dual rates, exponential, AFR and ATV and how they are related.
1. What is AFR? How is it different from ATV?
ATV is each individual servo's end point adjustment. ATV is specific to each individual servo, so adjusting the ATV to the aileron channel will not, for example, adjust the servo throw of the second aileron servo if you have flaperons set up. ATV is the 'master' control. That is to say, it takes priority over all other items. Therefore, adjusting ATV will affect anything else that is a percentage from that number, including rates, exponentials, and mixes.
AFR is essentially "primary rate" (or high rate) to go with the 'dual rate' (or low rate) function of the radio. This is what the 8U and 6X consider the first switch position in dual rate which most modelers use as their high rate. AFR is active until the dual rate is activated, and it belongs to each CONTROL or AXIS of the airplane. Therefore, adjusting AFR for ailerons in a model with flaperons will affect the throw of both servos.
Why set AFR instead of adjusting ATV? Easy. ATV is your end point for EVERYTHING the radio does....mixes, expos, everything. So if you have a low rate, mixes, etc, that you like, but you need a little more (or less) on high rate, adjusting ATV will mess up all that other work. AFR is your 'high rate' so adjust it to your liking.
2. How do I set Expos? Exponential is set independently for your 'high rate' (called AFR) and 'low rate' (called dual rate). So you have to go into AFR, set your high rate how you want it, then go to the NEXT screen to set exponential. This is your expo setting for when your dual (low) rate is not activated for that channel.
Now if you also want expo on your low rate, then go to dual rates, set up your low rate and its switch, and then set an expo here as well.
http://www.futabarc.com/faq/faq-9z-q111.html