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,
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