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R
Reasoning
a more complex form of cognitive learning where conclusions
are reached by connected thought
Reference
group
a group of people that influences an individual’s attitude
or behaviour
Referent
power
power derived by the reference source, e.g. when people
identify with and respect the architect of change
Referrals
people who have been recommended to the organization as
potential customers
Reheard brief
definition required
Relationship
marketing
the process of creating, maintaining and enhancing strong
relationships with customers and other stakeholders
Remerchandising
a modification of name, promotion, price, packaging and/or
distribution while maintaining the basic product
Repositioning
Changing the target market or differential advantage or
both
Research
brief
the client’s explanation to a research agency of the research
problem and objectives
Research
proposal
a document defining what the marketing research agency promises
to do for its client and how much it will cost
Reseller
market
organizations which buy products to resell, e.g. mail order
companies and supermarkets
Respondent
a person who answers questions in a marketing research exercise
Retail accordion
a theory of retail evolution which focuses on the cycle
of retailers widening and then contracting product ranges
Retail audit
a type of continuous research tracking the sales of products
through retail outlets
Retail life
cycle
a theory of retailing evolution which is based on the product
life cycle stating that new types of retailing pass through
birth, growth, maturity and decline
Retail positioning
the choice of target market and differential advantage for
a retail outlet
Retailing
the activity involved in selling products to the ultimate
consumer
Reverse marketing
the process whereby the buyer attempts to persuade the supplier
to provide exactly what the organization wants
Reward power
power derived from the ability to provide benefits
Rote learning
the learning of two or more concepts without conditioning
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