You said this was a formulation. Does that mean that A+B+C+D = 1? If so, using a ratio of two variables is a common approach that is used to avoid having to fit a Scheffe mixture model (not that that is difficult to do, but it is quite different from typical regression). I usually only suggest people do this if the ratio of A/B makes some physical sense. If it does not, I would fit a Scheffe mixture model instead.
Assuming it is a formulation as described above (and even if it is not, I guess!) using coded values for ALL of the factors is a good thing to do. In fact, if you created the design in JMP it would automatically turn on the coding property so that coded values are used for the parameter estimates. Even if JMP was not used for the design, you will see a version of coding used when you put interactions into the model. JMP will automatically center the factors (by subtracting the mean of the factor ranges) before multiplying the factors together.
To specifically answer your questions:
1. Yes, this is a good approach. All of the factors should be coded.
2. I'm not sure I understand your question, but I will take a stab at it. In order to model the ratio, you will need to create a column that is the ratio formula. The calculated ratios could then be plugged into your prediction equation. Remember the ratio of A/B should have some physical meaning so this is not typically a problem to plug in a ratio value rather than individual A and B values.
If I do understand correctly, what can be done is to create your ratio formula column. Build your model and save the prediction formula to the data table. Now use the Prediction Profiler under the Graph menu to profile the prediction expression, but be sure to check the "expand intermediate formulas" checkbox. This will give you the profiler in terms of A, B, C, and D rather than Factor 1, Factor 2, and Factor 3. You can now use your profiler to generate predictions as well as being able to add rows to the data table to generate predictions. Be aware that this approach likely will allow nonsensical formulations if A+B+C+D = 1. There are ways around this, but it depends on how your design was created.
Dan Obermiller