Radio Advertising through AM/FM and public radio channels. (Responsive Database Services, Inc.)

Random factor analysis Analysis of unexplained differences between predicted and actual sales behavior; usually due to such random occurrences as strikes, warms and factory fires. (Courtland L. Bovee, John V. Thill)

Ratio analysis: 1. Profit margin, 2. Asset turnover and 3. ROCE measure how effectively the operations of business have been managed; 4. Gearing is measure of how funds have been generated to by assets; 5. Liquidity ratios include the current ratio and quick (acid test) ratio.

Rational appeals Message appeals that relate to the audience's self-interest and show that the product will produce the claimed benefits; examples include appeals of product quality, economy, value, or performance. (Philip Kotler)

Reach is a measure of the percentage of the specified target who see an advertisement once during a campaign.

Readership is the number of an audience that have read one issue of a publication.

Real repositioning Redesigning a product so that it offers more of the attributes that the buyer desires.

Recession see Business cycle.

Recruitment. 1) Human resource planning, 2) Job specification (Job title, Employee, Tasks involved, Scope) 3) Employee specification (Skills, Knowledge, Experience, Attitudes), 4) Sources of labor (internal or external), 5) Advertising (national or local press, professional publications, job center /Interesting, Salary, Location, Accountable for recruitment, Location), 6) Information pack (Details of the job, Information and background the organization, Personal profile of the ideal applicant, A contact name and number, Application form, Detail of how the selection process will occur), 7) Process applications and assessing candidates (Comparing application forms with the employee specification), 8) Notifying applicants.

Recruitment interview: 1) Employee specification and job description, 2) Purpose - to identify strengths and weaknesses of individual interviewees, 3) Aim of questions - obtain maximum relevant and accurate information, 4) Physical aspects, 5) Active listening, 6) DMP - rational, explicable, unbiased & objective.

Recruitment and selection process: 1) The definition of requirements (job description and specifications), 2) Recruitment (attraction of potential employees), 3) Selection of candidates.

Reasons of bringing new people into team: 1) To fill an identified skills gap, 2) To replace staff who have been promoted or who have left, 3) Because the work of the team has expanded.

Managing search process: 1) Confirming the profile of the 'ideal; candidate, 2) Identifying possible sources of such candidates, 3) Reviewing possible internal sources and external options, 4) Developing an attractive but realistic advertisement, 5) Determining the appropriate media, 6) Placing the advertisement, 7) Handling the applications.

Application form: 1. Post applied for; 2. Date; 3. Surname (Mr./Mrs./Miss/Ms); 4. First names; 5. Address; 6. Post code; 7. Telephone; 8. Age; 9. Date of birth; 10. Nationality; 11. Marital status; 12. Education and training: 12.1 Place of education, 12.2 Dates, 12.3 Examination passed/qualifications, 13. Experience: 13.1 Name of employer and main business, 13.2 Position held, 13.3 Main duties, 13.4 From, 13.5 To; 14. Other information (hobbies, interests, etc.); 15. State of health (include any disability).

Also see and job description, job specificationand person specification.

Red tape
Definition #1. Red tape is the totality of features and characteristics of a product or service which bears on its ability to meet (satisfy) stated or implied needs; fitness for use.
Definition #2. Red tape is the unnecessarily complex and time-consuming rules and procedures laid down by bureaucracies.

Reference group is group with which an individual identifies. Variety of reference groups: 1) The family, 2) Student peer group, 3) Work colleagues, 4) Clubs.

Reference selling is the use of satisfied customers in order to convince the prospective buyer of the effectiveness of the salesman's product.

Regional campaign Advertising campaign that focuses on a particular region of a country. (Responsive Database Services, Inc.)

Regression analysis See Linear regression and Multiple regression.

Registered company see Trading organisation.

Regulation
Definition #1. Regulation is the supervision and control by government of the activities of private and public businesses in the interests of societal efficiency and fairness. A regulation is a rule set out to govern the behavior of those it applies to.
Definition #2. Regulation is the processes by which a market is controlled.

Regulations Rules or orders governing various business operations and procedures (e.g. health and safety).

Regulatory environment
Responsibilities of the authorities: 1) Rule making and their interpretation, 2) Standards setting (e.g. emissions, food and hygiene), 3) Inspections (usually unannounced spot checks due to complaints), 4) Enforcement (various sanctions frumpiness to closure).

Regulatory pressures on business: 1) Legal statue, 2) Regulation/orders, 3) Standards, 4) Ombudsman, 5) Company/industry codes, 6) Seals of approval, 7) Custom and practice, 8) Media/pressure groups.

Macro environment impacts on the regulatory framework: I. Economic: 1) Framework of control, 2) Adds to cost and prices, 3) Provides opportunities and rewards for some, 4) Accounts for externalities, 5) Limits choices, 6) Protects certain interest. II. Social: 1) Reflects social aims, 2) Sets acceptable behavior, 3) Alters behavior, 4) Promotes change, 5) Affects attitudes and perception. III. Political: 1) Creates government agencies of enforcement, 2) Red tape/bureaucracy, 3) Pressure group artery, 4) Generates issues, 5) Symbolizes government power, IV. Technological: 1) Affects pace of change, 2) Alters the structure on incentives, 3) Influences the direction of effort, 4) Can promote or prohibit certain technologies.

Also see British Standards Institute, Caveat emptor, Caveat vindictor, Code of practice, Legislation, Ombudsman, Seal of approval, Statute.

Relationship-enterprise A network of strategic alliances among big firms, spanning different industries and countries, but held together by common goals.

Relationship marketing
Definition # 1. Relationship marketing is the process of getting closer to the customer by developing a long-term relationship through careful attention to service needs and their quality delivery.
Definition # 2. Relationship marketing is symbolic approach, advocated by those pursuing a total quality approach to management.
Definition # 3. Relationship marketing is approach to marketing that recognizes that keeping existing customers happy and ensuring repeat business is much cheaper than obtaining new customers; takes the long-term profit potential of existing customer relationships into account; encompasses areas such as customer care etc.

Factors of Relationship marketing: 1) Focus on customer retention, 2) Orientation towards product benefits rather than product features, 3) Long-term view, 4) Maximum emphasis on customer commitment and contact, 5) Total quality philosophy throughout the organization, 6) Development of on-going relationship, 7) Multiple employee/customer contacts (part-time marketers and internal marketing), 8) Emphasis on key account relationship management, service quality and buyer (partner) behavior, 9) Importance of trust and keeping promises, 10) Multiple exchanges with a number of parties, network relationships.

Also see Loyalty.

Relevant costs see Overheads/costs/expenses.

Relevant range is the activity levels within which assumptions about cost behavior in a breakeven chart remain valid.

Reminder advertising Advertising used to keep consumers thinking about a product. (Philip Kotler)

Reportis a formal business communication presenting a summarized record of investigations into some topic. It will utilize headings to lay out material.

Report structure:
A Title (Title, Prepared for:, Prepared by:, date, status): "Report on floppy disk storage and security", "Proposal for promotional activity to support . . ."

B Introduction (terms of reference): "This report details the findings of an investigation into methods of computer disk storage . . . ", "The substance of Mr. Vessent's complaint was that he had paid . . ."

C Execute summary (refers to body text).

D Content.

E Procedure of Method: "In order to evaluate the present procedures . . .; ".

F Findings (information in logical relationship).

G Conclusion (Action taken or decision reached): "My next step will be to . . ."; Should you wish to discuss any of the issues that have been highlighted in this report please do not hesitate to contact me. . ."; "Should you have any further queries regarding this subject please feel free to contact me. . ."; There one clear advantage to . . ."; "To conclude effective environmental scanning system and flexible, adaptive marketing planning process are required by our company so we can avoid threads and exploit opportunities presented by the macro environment."

H Recommendations (Action plan): "In order to . . . the author of the report recommends that consideration be given as a matter of urgency to the following measures"

I. Appendixes: Support evidence.

Reseller markets see Organizational markets.

Resource planning Process which identifies resources need by strategy, reviews existing resources and assesses the fit between them.

Response hierarchy models
Definition #1. Models of consumer behavior that attempt to predict the sequence of mental stages that the consumer passes through on the way to a purchase.
Definition #2. Models based on assumptions about how people behave, seeking to relate the total process of consumer responses to a single stimulus.
See  list of Response hierarchy models.

Responsibilities
Definition #1. Responsibilities arise out of a duty or an obligation placed on an individual who holds a position of authority and trust or an organization accountable to various stakeholders.
Definition #2. Responsibilities are obligations a company undertakes which are not part of its guidance or control mechanism.

Responsibility accounting
Definition #1. Responsibility accounting is a system that relates the financial results to a responsibility centers.
Definition #2. Responsibility accounting is the recognition of decentralized units throughout an organization and the tracing of costs (and revenues, assets and liabilities where pertinent) to the individual managers responsible for them.

Advantages of decentralization: 1) Better quality decisions (informed judgments, familiarity with local conditions), 2) Motivation of divisional managers, 3) Reducing head office "bureaucracy", 4) Transfer pricing schemes in operations (greater awareness of market conditions and market prices)

Types of responsibility accounting unit or responsibility center :
1. Type of unit / 2. Management has control over / 3. Principal performance measurement:
1.1 Cost center / 1.2 Costs (only controllable cost items) / 1.3 Variance analyses, Efficiency measures;
2.1 Profit center / 2.2 Costs (controllable costs), Sales prices, Output volumes / 2.3 Profit;
3.1 Investment center / 3.2 Costs (controllable costs), Sales prices, Output volumes, Investment in fixed and current assets / 3.3 Return on capital employed, Return on investment, Residual income.

Responsibility center is a unit or function of an organization headed by a manager having direct responsibility for its performance.

Scope of authority of decentralized responsibility center: 1) Introduction of new product, 2) Marketing mix decisions, 3) Plant replacement decisions and the initiation of new investment schemes, 4) Stock carrying decisions, 5) Short-operating decisions, 6) Short-term financing arrangements, 7) Borrowing, 8) Granting credit to customers.

Restrictive trade practices are agreements between two or more firms designed to control prices, quantities or qualities of products supplied or on the intermediaries used.

Retail audits see Trade/retail audits.

Retailer Trader selling directly to households.

Retailing All activities involved in selling goods or services directly to final consumers for their personal, non-business use. (Philip Kotler)

Retaining staff. Sense of commitment and loyalty to organization - through motivational measures: 1) Task variety, 2) Recognition, 3) Responsibility and challenge, 4) Belonging/social needs, 5) Achievement.

Return on capital employed (ROCE) is a ratio used to measure how efficiently the operations of a business have been managed. ROCE = (Profit before interest and tax / Average capital employed) %
Although the return on shareholders' funds is of great importance, the return to shareholders is not necessarily a measure of the return on all assets as some may have been financed through debt. The ROCE looks at all capital.

Revenue center is a center devoted to raising revenue with no responsibility for production, such as a sales department.

Risk Volatility, often measured by standard deviation. Also taken to mean general uncertainty, which cannot be quantified (e.g. political risk, personal risk to managers' careers).

Rituals A ritual is a type of activity which takes on symbolic meaning, consisting of a fixed sequence of behavior repeated over time. Ritualized behavior tends to be public, elaborate, formal and ceremonial - like religious services, marriage ceremonies, court procedures, even sporting events. Ritualistic behavior, however, is any behavior a person makes a ritual out of. Rituals commonly required ritual artifacts (representing, for the marketer, products): think of the 'accessories' that attend a wedding, a football match, a Christmas diner, a business conference.

Role The activities a person is expected to perform according to the people around him or her. (Philip Kotler)

Rolling forecast continually updated with actual performance, and as one time component is completed another is added to the end.

Advantages of rolling forecast :
1. Account is taken of charging circumstances; 2. Budget being assessed monthly with current information; 3. Budget being up to date instead out of date; 4. It keeping the forward planning in the forefront of managers' minds; 5. It providing continuous budgeting.

Routine response behavior Buying behavior in cases in which buyers face simple buying decisions for low-cost, low-involvement, frequently purchased items in familiar product classes. Buyers do not give much thought, search, or time to the purchase. (Philip Kotler)

Rules Prescriptions of actions that must be taken in a given situation, or actions that must be avoided.