Glossary You Are @ Home/ Glossary A | B | C | D | E | F | G | H | I | J | K | L | M | N | O | P | Q | R | S | T | U | V | W | X | Y | Z R Ramp Rate How quickly can you expand? Growth trajectory. Can refer to sales, profits or margins. Real-Time The processing of data in a business application as it happens - as contrasted with storing data for input at a later time (batch processing). Reengineering A term used to describe the process of making (usually) significant and major revisions or modifications to business processes. Also called Business Process Reengineering. Returns To Scale A defining characteristic of B2B. Bigger is better. It's what creates the winner takes all quality of most B2B hubs. It also places a premium on being first to market and first to achieve critical mass. Rich Media An Internet advertising term for a Web page ad that uses advanced technology such as streaming video, downloaded applet (programs) that interact instantly with the user, and ads that change when the user's mouse passes over it. RTF Rich Text Format. A method of encoding text formatting and document structure using the ASCII character set. By convention, RTF files have an .rtf filename extension.