The following macros are built into RPM and can help allow you to place your files in the right locations:

%_prefix /usr

%_exec_prefix %{_prefix}

%_bindir %{_exec_prefix}/bin

%_sbindir %{_exec_prefix}/sbin

%_libexecdir %{_exec_prefix}/libexec

%_datadir %{_prefix}/share

%_sysconfdir %{_prefix}/etc

%_sharedstatedir %{_prefix}/com

%_localstatedir %{_prefix}/var

%_libdir %{_exec_prefix}/lib

%_includedir %{_prefix}/include

%_oldincludedir /usr/include

%_infodir %{_prefix}/info

%_mandir %{_prefix}/man