Depending on what level you are, you might want to hold off on buying some for a while. Here's some good guidelines for where to start, though:
Marks - Desolation and Insight are great places to start building your mark collection. Desolation gives you armor penetration and Insight gives you magic penetration. Armor penetration is good on anyone who uses their auto-attack, as it's useful for both slower, big hitters and those who want many to do apply-on-hit-effect hits. Magic penetration is useful to help your abilities pierce through any magic resist. There's not many characters that wouldn't benefit from at least one of these and many cast benefit from either.
Seals - Since the removal of dodge runes Flat armour runes are preferable for among other things jungling and supporting. Mana regeneration per level runes are a must have choice for most casters who will be spamming spells often.
Glyphs - Glyphs are tougher to define a good base set for. Celerity is probably the most all-around useful, as it provides cooldown reduction. I don't know of any character who doesn't benefit from that! Shield is an okay choice, as magic resist is useful against most characters, but I prefer the cooldown reduction.
Quintessences - Fortitude is the best all around quintessence, as it makes the early game much easier. When you have 3 Greater Quintessences of Fortitude, you start with +78 health -- that's quite the cushion in the first few levels! Once you have access to the Greater runes (level 30), Wisdom and Evasion become viable choices. 3 Greater Quintessences of Wisdom, along with the Awareness mastery net you 11% more experience and if you're Zilean, you have an extra 8% on top of that. This will give you a noticeable advantage at the end at the sacrifice of the end-game -- unless you can get yourself fed with your higher levels. Swiftness is also a good all-around, as movement speed is always part of the game.
I recommend getting a full book for one character while you're still gaining your summoner levels. This will allow you to rock out at your main character and get used to the game. Once you have a full book, you can branch out into other characters and rune setups. Read up on runes on sites like Solomid and the League of Legends Wikia Wiki.
One last tip: always buy primary runes. When you're buying your first few tier 1 runes, it's okay to go secondary on a few, but don't waste your IP on second-rate runes in tier 2 and tier 3.
If you decide you don't want a certain rune, you can combine several runes to get a new rune. Combining three will net a rune of equal tier and combining five will give you a rune from the next tier up. Other than that, they just kind of hang out in your rune book staging area
Currently the Answer is NO.
Once you click on "Save and Use" the masteries are saved to mastery page number X (Where X = 1-10).
I completely understand what you mean with using different summoner spells on the same champion role, so what I created was, different mastery pages for the same role each with a different combination of summoner spells, so for instance my mastery pages looks like:
The one last mastery page is left as a Configurable one during champion selection, so if someone else on my team has clairvoyance and I am playing a support champ, I can get instead of C.V flash or heal.
10 Mastery pages should be enough to customize your preferences.
EDIT:
especially since I then have to remember which one is "Mastery Page 4"
You can change the mastery page name by simply clicking the default name and when done hitting ENTER.
Best Answer
The problem with Heal is that it doesn't scale well once you get to the higher levels. It's designed to do healing based on a level 18 base HP bar, but that's not taking into consideration any items in the post-18 game. Plus it's countered by reduced healing effects like Ignite, Katarina's Death Lotus, Miss Fortune's Impure Shots, etc. While all heals are affected as such, in this case it's a tad more game breaking since it's eating up one of your summoner slots.
Revive is generally a poor choice due to the fact that it requires you to be dead in order to use it. Obviously you want to avoid being dead in the first place. While you generally can't avoid at least a handful of deaths in a game, you don't want to count on Revive being used as quick-back from death, compared to another skill which could have prevented that death in the first place.
That all being said, there are a few champions that can utilize these skills particularly well. A lot of support characters can utilize Heal quite well like Taric, Soraka, Sona, Alistar. Combining Heal with their built-in heal spells can provide an inordinate amount of burst healing which can be deceptive to the enemy team.
Revive is a good gimmick choice for a Twisted Fate or Pantheon playing mid to push the lane early. Once you're 6, go for a skirmish with your 1v1 opponent. If you win, great! But if you die, no big deal. Immediately revive, buy (be ready!) and ultimate back in, using your Gold Card (TF) / Shield Bash (Panth) to stun and finish them off. You have the speed boost from Revive so they wont escape, and now you have a good 15-20 seconds to push the tower. If you're well organized, you can have your jungler come help, or a sidelane move off to come finish the tower if you cant, keeping a strong 2v1 in another lane.
Additionally, Revive can be extremely strong late game when respawns are 50+ seconds long. You can turn a potential tower / inhibitor kill into nothing after a bad teamfight that's left you with few to no allies left. However, usually you don't want to ASSUME this is the fact, because you could have avoided that situation with a different summoner skill in the first place.
Basically, they're situational abilities with their place, but generally they're overshadowed by some of the more popular abilities.