Race, demographic environment and, 78–79

Radio, advertising and, 442

Radio-frequency identification (RFID), 82, 353, 355–356, 385

Railroads, transportation, marketing logistics and, 356

Ratings, television advertising and, 451

Rational appeals, 409–410

Raw materials, 80, 223, 387, 573

Reach, determining advertising, 440

Real-time marketing, engaging customers in moment, 24–25, 443–444, 490

Real-time price adjustments, 317–318

Rebates, consumer promotions, 475

Recruiting/selecting salespeople, 461–462

Recycling, 81, 585

• Coca-Cola and, 587

• green retailing and, 386–387

• packaging and, 228

Redlining, food deserts and, 579–580

Reference groups, consumer buyer behavior and, 138

Reference prices, 313–314

Regional free trade zones, 547–548

Regional shopping center, 380

Regional shopping mall, 380

Registered trademark symbol, name brands and, 243

Regulation of marketing, 588–589

Relationships

• building, 17–18, 22, 457. See also Customer engagement

• exchanges and, 9

Relative advantage, rate of adoption and, 156

Relative market share, 45

Relative price retailers, 370–373

Relevance, brand, 240–241

Religion

• beliefs, buying behavior and, 149

• culture and, 90

Reminder advertising, 429, 430

Renewable resources, 81

Resale price maintenance, 324, 325

Research

• approaches, observational primary data collection, 109–110

• better products from, 278–280

• development and. See New product entries

• survey primary data collection, 109, 110, 112–113

Research and development (R&D), 522, 545

Reseller markets, 72, 299

Resellers

• channel organization and, 344

• as market intermediary, 70

• value-added, 346

Resource management, government and, 81

Retail convergence, 382

Retailer, world’s largest (Walmart), 366–367

Retailer cooperative, 373

Retailer marketing decisions

• location, 380–381

• marketing strategies, 376

• pricing, 379

• product assortment/services, 377–379

• promotion, 379–380

• segmentation/targeting/differentiation/positioning, 376–377

Retailers, types of

• discount stores, 370–372

• major store retailers, 370

• major types of retail organizations, 373

• organizations, 373, 375

• product line, 369–371

• service, amount of, 369

Retailing, brands/customers connecting, 368–369

Retailing trends

• consumer spending cutbacks, 381–382

• direct /online/mobile/social media retailing, growth of, 383

• global expansion, 387

• green retailing, 386–387

• megaretailers, rise of, 382–383

• new retail forms/shortening retail life cycle/retail convergence, 382

• omni-channel retailing, need for, 383–385

• technology and, 385–386

Retail life cycles, shortening, 382

Retail organizations, 373, 375

Retail price maintenance, 324, 325

Return on advertising investment, 444

Return on investment (ROI) marketing, 59–60

Return-on-quality, 225

Return on sales investment, 465

Reverse auctions, 174

Reverse logistics, 352

Risk functions, of wholesalers, 388

Robinson-Patman Act (1936), 86, 324, 325, 418