It looks like you want TITL to be recognized as just ASCII and NAME to be recognized as STRING with a leading string-length value. But most, if not all, assemblers will recognize text-without-quotes as another label so one can do:
ZP EQU 2
ZP1 EQU ZP+1
TEXP and MEXP can be a value or a reserved memory position as in:
TEXP EQU 0
TEXP DB 0
Your assembler is not a mind reader.
I imagine RSEG would be a label to indicate the current position as in:
RSEG EQU *
I have seen this one quite a bit in source, without the "EQU *", but don't know which assembler recognizes it.