| R & D expenditure 研究开发战略 |
| race and ethnic origin 种族和民族 |
| rack jobbers 供应超级市场的批发商 |
| radio 无线电广播 |
| rank ordering 排序 |
| rate of adoption 采购率 |
| rate-of-return/target return pricing 回报率/目标回报定价法 |
| rational appeals 理性诉求 |
| rationale 基本原理 |
| raw materials 原材料 |
| reactive and proactive responses 反应及前摄策略 |
| reactive new-product development strategy |
| reactor strategy 反应型战略 |
| real estate 房地产 |
| rebates 回扣 |
| recall tests 记忆测试 |
| receiver 接收者 |
| reciprocity 利益互惠 |
| recognition of problem/need 发现问题/需求 |
| recognition tests 认知测试 |
| recreation 娱乐业 |
| recruitment and selection 招聘与选拔 |
| recycling of packaging 包装回收（利用） |
| Reebok 锐步 |
| reference group 参照群体 |
| referent power 参照权 |
| refocus 巩固 |
| refunds 退款 |
| refusal to deal 拒绝经营 |
| regression analysis 回归分析法 |
| regulation 管制 |
| related/concentric diversification 相关/同心多元化 |
| relational VMSs 相关式垂直营销系统 |
| relative attractiveness of declining markets 衰退市场的相对吸引力 |
| relative market potential 相对市场潜力 |
| relative market share 相对市场份额 |
| reliability 可靠性 |
| repeat purchase behavior 重复购买行为 |
| repetition 重复 |
| repositionings 重新定位产品 |
| requirements planning 需求计划 |
| reseller 中间商 |
| resident buyers 常驻采购员 |
| resource allocation/deployment 资源配置 |
| response strategies 反应策略 |
| response to communication 传播响应 |
| responsive strategy 反应型新产品开发战略 |
| responsiveness 响应性 |
| retail coverage strategy 零售范围战略 |
| Retail Index 零售指数 |
| retail outlets 零售店 |
| retail sales 零售额 |
| retailer co-operatives 零售商合作社 |
| retailer 零售商 |
| retailing trends 零售趋势 |
| Return on Equity (ROE) 权益回报率 |
| Return on Investment (ROI) 投资回报率 |
| Return on Net Assets (RONA) 净资产回报率 |
| reverse engineering 反向工程 |
| reward systems 奖励系统 |
| rivalry determinants 竞争决定因素 |
| rivalry 竞争对手 |
| Robert Miles 罗伯特·迈尔斯 |
| Rockwell 洛克威尔 |
| Rolex 劳力士 |
| Rolls-Royce 劳斯莱斯 |
| roster 名册 |
| Rover 罗佛公司 |
