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rebates 回扣

recall tests 記憶測試

receiver 接收者

reciprocity 利益互惠

recognition of problem/need 發(fā)現(xiàn)問題/需求

recognition tests 認知測試

recreation 娛樂業(yè)

recruitment and selection 招聘與選拔

recycling of packaging 包裝回收（利用）

Reebok 銳步

reference group 參照群體

referent power 參照權

refocus 鞏固

refunds 退款

refusal to deal 拒絕經(jīng)營

regression analysis 回歸分析法

regulation 管制

related/concentric diversification 相關/同心多元化

relational VMSs 相關式垂直營銷系統(tǒng)

relative attractiveness of declining markets 衰退市場的相對吸引力

relative market potential 相對市場潛力

relative market share 相對市場份額

reliability 可靠性

repeat purchase behavior 重復購買行為

repetition 重復

repositionings 重新定位產(chǎn)品

requirements planning 需求計劃

reseller 中間商

resident buyers 常駐采購員

resource allocation/deployment 資源配置

response strategies 反應策略

response to communication 傳播響應

responsive strategy 反應型新產(chǎn)品開發(fā)戰(zhàn)略

responsiveness 響應性

retail coverage strategy 零售范圍戰(zhàn)略

Retail Index 零售指數(shù)

retail outlets 零售店

retail sales 零售額

retailer co-operatives 零售商合作社

retailer 零售商

retailing trends 零售趨勢

Return on Equity (ROE) 權益回報率

Return on Investment (ROI) 投資回報率

Return on Net Assets (RONA) 凈資產(chǎn)回報率

reverse engineering 反向工程

reward systems 獎勵系統(tǒng)

rivalry determinants 競爭決定因素